The High Street - Greengrocer

UPDATE 21 NOV

• Address: 46, Shirley High St
• Years on the street: 32
• Number of staff: Eight
• Co-owner: Phil Rolf, 42
• Company service: 16 years

Phil Rolf, 42, has worked at Jim Rolf's greengrocers for 28 years. He is still feeling optimistic about his business, with October's takings up on the same month last year, although costs are higher too.

But one new threat is that shoppers are deserting the High Street to do their Christmas shopping in Southampton city centre.

"To be honest this isn't the best time of year for us. Saturday is our biggest day and if you lose 10-20% of that, it's quite hard," he says.

There are fears deflation may be the next problem to strike the British economy, but Mr Rolf says he doesn't think lowering prices is a good move for businessmen.

"They're saying firms will cut prices to try and get more business but that's the wrong way of thinking. If you're making half the profit you have to sell twice as much to break even, which involves more labour costs."

Everyone knows someone who has been made redundant now, he says, with job losses at Southampton port and at Maritime Transport, and the Ford Transit factory about to close for a month in December.

6 OCT

Phil Rolf worked first for his father Jim and then for himself.

"The last two years have probably been the best we've ever had, but that's because we're really making a real effort, we're not just doing what we've always done. I've made us more efficient. I've just switched energy deals and we've doubled our product range so we can cater for a bigger audience.

"I have had to put up my prices because everything costs more for me to buy. Eggs, for example, have probably gone up about 25%. And we import fruit and veg so we're affected by the weak pound."

"I've had to look at everything we do to see where we can save, otherwise I think we would be struggling. The annoying thing is there are still things you can't control like the price of diesel. So you're doing everything you can, but you're still standing still."

He is actually optimistic about the impact of a recession.

"I think what this time will do is weed out the rubbish. The good businesses will survive and get stronger and the rubbish will disappear. I think the economy needs that."

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