SBJ: Is your fast growth sustainable?
Trent Freeman: Pre-COVID, we were at a very high rate of growth. That goes back to being able to have a great team, a great product and clear mission of what we’re trying to do in the markets that we’re in. There’s always going to be times when you maybe have to pivot or change strategies, and that’s part of it. But as far as continued growth, it’s absolutely sustainable for us.
SBJ: What has the company’s growth enabled you to do?
Freeman: It’s always good to be able to reinvest into your business. It’s enabled us to do that. It’s enabled us to be able to give more, which is part of our mission and who we are. Giving more towards COVID relief and medical missions, not-for-profits, churches, things like that. Some people weren’t able to give us much as they normally do because their business got hurt by COVID. We were blessed to be able to continue that and expand that. We were also able to add to our marketing team to expand our reach to get out there and get our message out to the world.
SBJ: What has been key to your recent growth?
Freeman: COVID has been a part of some of our growth, for sure, being that we’re in the disinfectant, sanitizing, hand cleansing world. But really, we were growing at a great clip before all that. We had to pivot a little bit as some of the areas where we had great growth before kind of slowed down for a while with clinics being closed and everybody focused on COVID. Really, the key to us and being able to continue to grow has been a great team, innovative products and a clear mission.
SBJ: Is there such a thing as growing too fast?
Freeman: Yes, I think so. Growing at a very high rate comes with challenges. There’s being able to hire enough staff or expand distribution or get the materials to make whatever you have to make your business go around. There’s always difficulties and growing pains when you’re growing very fast like we have, and there’s challenges, for sure. But we’ll take the growth and the challenges and be better for it.
SBJ: How do you assure your company stands out amid a crowded sanitation product marketplace?
Freeman: Our mission has been the same and will continue to stay the same: to bring safe, effective products and help improve health care everywhere. It’s become a crowded area. Pre-COVID, every market has its challenges. There isn’t any “easy” market out there to penetrate and become the leader. With COVID, you’ve had a lot of people jump into the environment and make a buck here or there and take advantage of people’s fears. We’ve seen a lot of crappy products out there. They’ll be weeded out in short time if you don’t have a good product that can stand the test of time. We were preaching about using more effective and safer products well before COVID ever hit and we continue to do that. Having a product that has a clear mission that’s not just trying to make a buck on a pandemic, the market will clear up in time. We stand out by having what we’ve always had: the best products, the safest products and the most effective solutions
The Forward SGF comprehensive plan was born from the input of residents, and one message that came through loud and clear was their desire for connection.