The launch of a delivery service by regional food group Heart of England Fine Foods, based in Much Wenlock, has been hailed a huge success by participating producers, with more than £50,000 of sales in the first five days of the operation.
The HEFF Delivery Service is a partnership between HEFF and Heart Distribution, a subsidiary of wholesale company AF Blakemore & Son, formed to deliver food and drink from members of the HEFF group.
Currently 64 food and drink producers across the Midlands have signed up to the pioneering scheme and a waiting list for phase two is growing.
More than 1,000 product lines are being distributed, from bakery to beverages, dairy to meat, game and fish, across three temperature regimes.
HEFF chief executive Karen Davies explained: “The launch presents a real opportunity to satisfy increasing market demand for high quality, regional produce, and will further heighten awareness and increase the availability of food and drink products from the Heart of England region.
“This is an innovative partnership operation between HEFF, our producers and Heart Distribution.
“It is not a wholesale operation, more a fast and efficient distribution channel solely for our producers. They retain control over where their products are sold and at what price.”
The service offers a one-stop shop for retailers and foodservice companies, satisfying a growing demand to source regional food and drink and offering clear financial savings for producers.Ê
Products will be delivered by Heart Distribution in multi-temperature, HEFF-branded vehicles keeping them ambient, chilled or frozen.
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