Member Article

Fairway’s own-brand range under the microscope at trade show

Fairway Foodservice cemented its reputation for high-quality own-brand products at a trade show dedicated to the range.

Its 20 members met with suppliers to see and taste selected Fairway products and compare them with leading brands as well as other own-brand versions on the market.

And the wholesalers’ sales, marketing, and purchasing personnel were provided with support to increase their knowledge and confidence when selling the range to their customers.

Fairway’s purchasing director Steve Jeavons said: “The event was all about supplying our members with the tools and expertise to have the confidence to speak positively about the extensive Fairway own-brand range.

“And from speaking to wholesalers, we have achieved just that. They want to be proud of the products they sell to caterers, and this event is helping them feel just that.

“The taste tests, where attendees had the opportunity to compare our products against competitors’ versions as well as branded goods, went down a storm. It’s emphasised that our own brand is just as good, if not better, as well as more cost effective in many instances.

“For the wholesalers to be able to look their customer in the eye and say ‘I’ve tasted it and there’s nothing as good’ is huge. Not only will the wholesalers be able to increase volume, it will help build long-lasting relationships with caterers.”

The event, run every two years, was held at Crewe Hall and was free for members and the 24 suppliers.

Steve added: “We are very proud of our own-brand range of products. Each product is subjected to a comprehensive benchmarking process and our range is constantly reviewed and tweaked to ensure it is of the highest standard for our members.

“We have big plans for our own-brand offering in 2019 such as new products, including to cater for trends such as gluten free, and revamped packaging.”

Peter Henderson, sales director at Tyneside Foodservice, said: “We list everything that Fairway produces in own label. This event is very beneficial to allow my sales team to compare against the big manufacturers and see how much better quality it is against them and the leading competitors.”

Q Catering managing director Roger Snelling said: “The good thing about the Fairway own-brand range is the products’ great quality standing out from the competition.

“My sales force found the show really interesting. They need details about the product to sell it effectively and the chance to speak directly to the suppliers allows them to gather that information.”

Steve Midgley, founder of NB Catering Consultants, which works closely with restaurant owners and catering managers added: “We recommend the range to all our clients due to its consistency and quality. We know it will do what we want it to, and it will taste how we want it to taste.”

Fairway Foodservice is a buying and marketing organisation, which operates on behalf of wholesalers based in the UK, Ireland and Spain. Founded in 1984 by five frozen food wholesale distribution companies, it has grown from a collective turnover of ￡7m in 1984 to ￡715m in 2018.

Alongside access to Fairway Foodservice’s extensive range of products, members benefit from collective buying power on a number of lines and significant marketing support.

This was posted in Bdaily's Members' News section by Sam Harris .