Requesting references from a supplier is straightforward: simply ask for contact details of similar industrial customers. It’s a standard part of the purchasing process — not an awkward request. Reliable suppliers welcome it, because it confirms their track record. This article gives you practical guidance on how to request, evaluate, and use references when selecting a cheese supplier in the food industry.
What does a good reference tell you about a supplier?
A good reference gives you insight into three key areas: consistency of product quality, reliability of delivery, and how the supplier handles problems. These are exactly the factors that make the difference between a smooth production line and costly disruptions in the food industry.
What you get from a reference goes beyond a general thumbs-up. A reference customer can tell you whether the product specifications match what’s actually delivered. Think fat content, moisture content, melting behavior, or shelf life. For industrial applications like pizzas or ready meals, these aren’t minor details — they’re critical parameters.
A reference also gives you a clear picture of how the supplier communicates. How quickly do they respond when something is off? Do they proactively flag issues, or do you have to chase them down? This kind of information doesn’t appear in a product specification, but it’s just as valuable when evaluating a supplier in the food industry.
How do you ask a supplier for references without feeling awkward?
Ask for references as a natural part of your selection process — not as a sign of distrust. Frame it as standard procedure: “As part of our supplier evaluation, we’d like to speak with one or two similar customers. Could you provide us with their contact details?” This positions it as professional policy, not personal doubt.
Timing matters. Ask for references after a positive initial conversation, when you’re seriously considering the supplier. Too early in the process and it can feel like a hurdle; too late and it’s not very useful. The ideal moment is after the quote discussions, but before the final decision.
Be specific in your request. Don’t ask for random references — ask for customers who are similar to your own situation. Mention what industry you’re in and which applications are relevant. A supplier who provides references from comparable industrial customers immediately shows they have experience in your segment.
What are the best questions to ask a reference customer?
The most valuable questions for a reference customer focus on consistency, communication, and problem-solving. Skip general questions like “Are you satisfied?” and go straight to the concrete experiences that matter for your purchasing decision.
Ask questions that are specific to the food industry and that touch on the pain points in your own work:
- How consistent are the product specifications across different deliveries?
- Have there ever been deviations in quality or composition, and how were they handled?
- How reliable are delivery times, even during busy periods or when raw materials are scarce?
- How does communication go when problems or unexpected situations arise?
- Does the supplier meet the required documentation standards for food safety and certification?
- Would you recommend this supplier to a fellow purchasing professional in the food industry?
Pay attention to how the reference responds, not just what they say. Someone who answers with enthusiasm and specific details gives you more confidence than someone who stays vague or wraps up quickly. Don’t hesitate to ask follow-up questions if an answer is too general.
How do you spot an unreliable or staged reference?
A staged reference is easy to recognize: it’s vague, overly positive, and short on concrete examples. If a reference has no critical comments at all, can’t point to specific situations, and only offers general praise, there’s a good chance the supplier carefully selected or coached them.
Watch out for these warning signs:
- The reference can’t name specific volumes, products, or situations
- Only superlatives are used, with nothing to back them up
- The reference is hard to reach or only responds by email with a pre-written answer
- The reference works in a completely different industry, making the comparison meaningless
- The supplier hesitates or keeps delaying when you ask for references
A good way to test this is to actively search for the supplier’s customers yourself via LinkedIn or industry contacts. If you can gather positive experiences outside the list the supplier provided, that’s a strong sign of reliability. Evaluating a supplier in the food industry also means putting your own network to work.
When are written references not enough?
Written references aren’t enough when you’re purchasing large volumes, when your production line depends directly on the supplier, or when you have specific technical requirements for the product. In those cases, you need a personal conversation to ask the right questions and properly weigh the answers.
A written reference is static by nature. It describes a moment in the past and is usually worded positively because the supplier chose who writes it. What you miss is the ability to ask follow-up questions, add nuance, or discuss a specific situation relevant to your production environment.
Consider a site visit as a complement to references. With suppliers of industrial cheese for foodservice or retail applications, a visit to the production facility gives you a direct look at processes, hygiene standards, and the scale of the operation. What you see with your own eyes, you don’t need to read on paper.
How DeJong Cheese helps you assess our reliability
We understand that requesting references from a supplier is a serious step in the purchasing process. As a family business that has been supplying goat cheese specialties to the food industry worldwide since 1995, we are fully open to this kind of transparency. We believe reliability proves itself in practice — not just on paper.
Here’s what we can offer when you want to evaluate us as a supplier:
- Contact details of comparable industrial customers who use our Alphenaer goat cheese specialties in their production processes
- Technical product documentation with specifications such as fat content, moisture content, and melting behavior
- Insight into our quality assurance processes and food safety certifications
- The option to visit our production facility in Alphen
- Direct contact with our specialists for custom solutions and product development
We’re happy to think along with you — whether you need consistent quality for large volumes or a flexible partner for innovative product development. Get in touch with us and find out what DeJong Cheese can do for your production line.
Frequently Asked Questions
How many references should I request from a new cheese supplier?
Aim for two to three references, preferably from customers who are similar to your own situation in terms of scale and application. One reference isn’t enough to spot a pattern; with two or three conversations you can check for consistency and put any outliers in context. Make sure at least one reference has been a customer for several years, so you get a sense of how the supplier performs over the long term.
What should I do if a supplier refuses to provide references?
A refusal to provide references is a serious red flag that warrants further investigation. Ask the supplier for their reason — sometimes there’s a legitimate explanation, such as confidentiality agreements with customers. If you don’t get a satisfying answer, use your own network via LinkedIn or industry associations to gather independent experiences. In the food industry, where continuity and food safety are non-negotiable, transparency from a supplier is a basic requirement.
How do I use information from reference conversations in my supplier evaluation?
Record the outcomes of each reference conversation in a standardized format so you can compare suppliers objectively. Note not just what was said, but also how specific and convincing the reference was. Link your findings back to your own selection criteria — such as delivery reliability, quality consistency, and communication — and treat them as a full part of your overall supplier evaluation.
Are references still relevant if I've been working with the same supplier for years?
Yes, references remain valuable even in an existing supplier relationship — especially when you significantly increase your volume, introduce new product applications, or ask the supplier to obtain additional certifications. References from other customers can help you assess whether the supplier will also perform reliably in that new context. Regularly testing supplier performance is also a sign of professional purchasing management.
What role do certifications play alongside references when evaluating a cheese supplier?
Certifications such as IFS Food, BRC, or FSSC 22000 are an objective confirmation of quality and food safety systems, but they tell you nothing about day-to-day collaboration or a supplier’s flexibility. References fill that gap: they give you a real-world perspective that certification documents can’t provide. The combination of valid certifications and positive references from comparable customers is the strongest foundation for a well-informed purchasing decision.
How do I prepare for a reference conversation to get the most out of it?
Prepare a short list of five to seven focused questions that address your specific purchasing risks — such as delivery reliability during peak periods or how quality deviations are handled. Schedule the conversation by phone or video call rather than email, so you can ask follow-up questions and pick up on the tone of the answers. Set aside at least twenty minutes, and close by asking whether the reference has anything to add that you didn’t ask — those spontaneous additions are often the most informative.
Can I request references from large suppliers even as a small buyer?
Absolutely. Requesting references is a professional right for every buyer, regardless of the volume you purchase. Frame your request in a business-like way and explicitly link it to your purchasing process and food safety requirements — that adds weight to your ask. A reliable supplier, large or small, will take this request seriously because it’s also in their interest to show their track record to potential new customers.
