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Q2 2015 Earnings

July 28, 2015
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Sweet Success for Fiera Foods


Fiera Foods founders Alex Garber and Boris Serebryany have been living life by the clock for more than 20 years.

When the business partners from Toronto originally came up with the idea of distributing frozen dough for minidanish bites in 1987, they had a modest 4,200 sq. ft. plant, and an unlimited supply of ambition.

By 1994, that ambition had morphed into a massive expansion of their product line and nearly a seven-fold ballooning of their enterprise’s footprint. One small danish soon led to bagels, croissants, puff pastries, sweets and a complete line of kosher baked goods.

As their business blossomed, Garber and Serebryany found themselves in an ongoing battle with the clock. The nature of their business and their capacity to secure additional contracts from prospectiveclients was inherently tied to their ability to get their samples to clients without the frozen dough thawing.

With customers and prospects in Canada and the U.S., as well as the U.K., and numerous countries in Asia, the enterprising duo needed to ensure their sample cases weren’t going to be delayed by weather, traffic or border security while en route to their destinations.

In addition, Garber and Serebryany needed to providetheir customers and prospects a strong level of transparency. They needed the recipients of their samples to know where the samples were and when they could expect them, even in the event of a delay. Finally, they needed to process all their shipments quickly and with minimal administrative effort; time was, and is, money to the business partners, and the more time they had, the more successful they could make their business.

By 2009, Fiera Foods was sending out 50 sample cases a week out of its half-million sq. ft. facility – a massive jump from the one case per week with which they began. At this time they decided to look for a new shipping provider and Garber and Serebryany approached UPS to help them take their business to the next level.

UPS Shipping Solutions

The first step UPS took was to help Fiera Foods manage its shipments and prevent unnecessary delays. Fiera Foods started using UPS Customs Brokerage services to get their packages across international borders quickly and without hassle. In the rare event a package is held at the border, the packages’ recipients and Fiera Foods are notified automatically through UPS Quantum View Notify®, and Fiera can track and manage all other shipments in transit using UPS Quantum View® Manage.

To relieve the administrative burden, UPS equipped Fiera Foods with UPS shipping software that allowed Garber and Serebryany to prepare, manage and track all their domestic and international shipments, as well as print labels and complete and transfer necessary documents — all from a single application. In addition, UPS provided computerized tools to allow Garber and Serebryany to examine and manage their shipping costs more efficiently.

Fiera Foods uses a number of other UPS products and services:

  • UPS Returns
  • UPS Billing Data and the Billing Analysis Tool
  • UPS Paperless Invoice

For more information, contact:


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