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Patties Foods Manages its Field Team and Assets with StayinFront EdgeCG On-Demand CRM

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Press release date: May 6, 2014

Australian success story, Patties Foods Limited (ASX: PFL), the manufacturer, supplier and marketer of iconic frozen savoury and dessert brands, has selected StayinFront EdgeCG® as its mobile, SaaS-based sales force automation solution.

Specifically designed for the consumer goods industry, StayinFront EdgeCG will help Patties' 110 representatives throughout Australia drive best practice retail execution strategies across its high quality portfolio that includes Four'N Twenty, Patties, Herbert Adams, Nanna's, Creative Gourmet and Chefs Pride.

StayinFront EdgeCG's cloud environment will allow the company to quickly and cost effectively roll out the software on the latest touch-screen tablets using StayinFront TouchCG®.

Patties Foods' structured in-store sales processes will be configured using the dashboard functionality within the StayinFront software, with no additional customisation. The easy-to-use dashboards are set up by role for rapid adoption by the Patties' field team.

The management of Patties' vast in-field asset register –pie warmers – is complex and crucial to its responsive customer service. With StayinFront, Patties' reps will have up to date visibility into customer requests and the status of all installs, repairs and equipment removal.

Zelko Erdec, G.M I.T, Patties Foods Ltd, said: "Rather than making our business environment fit new software modules, the StayinFront system is adaptable to our processes. It matches our training and in-store best practice objectives. By operating in a cloud environment, we've reduced upfront and ongoing complexity and the problems of keeping systems up to date.

"Our team will now have easy-to-use software and devices to back their sales professionalism as we strive for greater market share."

Kerrie-Anne Turner, StayinFront's APAC Vice President and Managing Director Australia, said: "Patties Foods' rigorous selection process further validates StayinFront's approach to driving the efficiency and growth of Australian and global FMCG companies. Our ongoing investment in industry-specific functionality, SaaS and mobility is stamping our leadership in the consumer goods sector."

About Patties Foods Ltd –
Patties Foods was founded by Peter and Annie Rijs in 1966 from a small cake shop in Lakes Entrance, Victoria. Now an ASX listed company (PFL), Patties has grown into a leading Australian manufacturer, supplier and marketer of branded frozen savoury and dessert products. With its operations based in Bairnsdale and corporate headquarters in Mentone, Melbourne, Patties Foods' product portfolio includes Four'N Twenty, Patties, Herbert Adams, Nanna's, Creative Gourmet and Chefs Pride.

These brands have strong market shares and are supported by considerable brand investment by the company. Specifically, Patties Foods has a #1 market share in the retail frozen savoury segment (which includes pies, sausage rolls, pasties and party goods) and a #2 market share in the retail frozen dessert segment (which includes fruit pies, cold desserts, danishes/crumbles, berries, snacks and cakes).

About StayinFront 
StayinFront is a global provider of on-demand mobile sales force effectiveness and customer relationship management solutions. StayinFront has been chosen by many of the world's top consumer goods and life sciences companies, improving efficiencies in over 75 countries and more than 25 languages. Headquartered in Fairfield, NJ, USA, StayinFront has offices in the UK, Ireland, India, Australia, Singapore and New Zealand.  For more information, visit or log on to our blog at

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