Cheese Cellar rebrands as Harvey Brockless

Cheese Cellar, the London-based specialist cheese and fine food wholesaler, is to rebrand as Harvey amp; Brockless later this month.

Cheese Cellar, a producer and distributor of speciality foods has been in business since 1970, employs over 400 staff and supplies fine foods and dairy products into the UK hospitality and retail sectors.

The Features > Business, says a spokeswoman, “has made the decision to look back to its heritage in order to take the next steps forward.”

Back in 2007, H amp;B Foods bought Cheese Cellar and this name was adopted as the overall company name. Now, according to the spokeswoman, “the name Cheese Cellar, no longer reflects the diversity of the business. Cheese Cellar is rightly known for its expertise in the dairy sector but there is equal expertise in olives, charcuterie, chocolate, patisserie and so much more.”

“The business has gone through much growth and development since 1970 but has retained one central philosophy: to provide top quality food to all customers, all of the time. The decision has been made to change the name to Harvey amp; Brockless – to have a name for the future that reflects the past and encompasses all that the business now does.”

The Cheese Cellar brand will still exist as the cheese and dairy category brand, encompassing three sub-categories: Cheese Cellar Dairy (own farmhouse cheeses made at Broomhall Farm in Worcester – Worcester White, Snodsbury, Double Worcester and unpasteurised goat’s curd); Cheese Cellar Artisan will include all of the artisan producers from across the UK and the Continent; Cheese Cellar Essentials will include all other cheese and dairy products.

The other brands will also continue as before. The dell’ami brand will continue to provide a range of mediterranean delicatessen products from olives, oils, vinegars and anti-pasti through to artisan British and Continental charcuterie; Huge Sauce is the food-manufacturing arm of the Features > Business, specialising in the production of restaurant-quality sauces, dips and dressings.

Harvey amp; Brockless will also continue to provide exclusive UK distribution for Fresh As (freeze-dried fruits, yuzu and balsamic flakes) from New Zealand; Ponthier chilled fruit purees; Valrhona chocolate, Lescure butter; Viron flours, Aborio rice; and Cornish sea salt.

Nick Martin, managing director of Harvey amp; Brockless, explained; “As a Features > Business, our focus is on being the preferred supplier of speciality foods in the UK. We feel that the name Harvey amp; Brockless reflects our heritage in the speciality food market and the fact that we are more than just a cheese and dairy supplier. The category brands will reassure our customers of the depth of knowledge that we have across all of these sectors. We look forward to the next 45 years of working with our customers.”

The company will be unveiling its new brands to the trade at  IFE, London Excel, March 22 – 25 (Stand, N1740).

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