The Herdsman : Inspiring Food

Dennis Cerinich
Proprietor/Director

Allan Cerinich
Proprietor/Director

Jim Fraser
Chief Executive Officer

Ron Cox
Executive Manager Food Production

Debbie Varcoe
Executive Manager Human Resources

Shelagh Bowden
Executive Manager Retail Operations

The Best in Australia! A statement made about Herdsman Fresh Essentials (now re-branded The Herdsman – Inspiring Food) in 1997. The statement had relevance then but now more so, as other food retailers cut quality and services to ensure bottom line profitability.
The founding fathers of Herdsman Tony Suvaljko, Dennis Cerinich and Lou Cerinich, commenced operations on the 4th December 1979 with one uncompromising intention – to provide the best quality and service, always!!!
Since The Herdsman (then known as Herdsman Growers Market) first opened its doors, the shopping public of predominantly the western suburbs of Perth has consistently maintained its loyalty to this retail food icon.
What has changed, however, is that Dennis and Allan Cerinich, the next generation of the founding family operators, did in 1996, listen to the needs of the customers and in 1997, commenced to refurbish the store to reflect the changing lifestyle needs of the next generation of customer; but steadfastly maintained their faith to the original 1979 commitment to best quality and service.
More recently in December 2007, reflecting both a desire to further evolve the business, plus answer the call of customers to open shop in other locations, Herdsman Fresh Essentials was re-branded into The Herdsman, with the descriptor Inspiring Food. Building on what will soon become 30 years of innovation; the company now works diligently "to be an inspiration to people who love food". Evolvement of fresh cuts, the Herdsman Expo, production kitchens, gelato manufacturing, contemporary product ranges and the new Blah Blah Bar continue to drive the business towards an inspirational peak.
In 1979, the store commenced with 25 staff. In 2008 the store maintains a staff of 300 with many residents of the local areas having been, at some time, an employee; or the children of local residents being employed. In 29 years many of these local residents have had the opportunity to be part of "the Herdsman culture", and as a result, have developed an acute understanding of the true meaning of service.

Every opportunity is taken to continually improve the offer and service of all the retailers in the Herdsman centre. The current Executive Management of the Herdsman is: