Fairway Foodservice cements reputation for own-brand products at trade show

Wholesale buying group Fairway Foodservice successfully promoted its extensive own brand products at its first trade show dedicated to the range last month.

Almost 100 sales and purchasing managers from the 18 Fairway members were given the opportunity to see and taste selected Fairway products and compare them with competitors’ versions.

The event, at Villa Park, Birmingham, also gave the attendees chance to learn more about the range and increase their confidence when selling the products to their customers. The trade show was free for members and the 24 suppliers.

Fairway chief executive Chris Binge said he was “thrilled” with the feedback received from members and suppliers throughout the day.

“Our main objective was to build even greater confidence in Fairway’s own brand range,” he said. “The positive responses and comments from everyone in attendance illustrates we achieved our goal.

“We are proud of the high-quality products we offer our members in our own brand range. Every product goes through a rigorous benchmarking process to ensure it is as good as, if not better, than the leading brand.

Fairway, which has more than 570 products in its own brand range, funded the event as part of its added value offer for members.

Teresa Whyte, company sales manager at wholesaler Total Foodservice, said: “It was a very worthwhile day. Our team consists of sales staff who have been with us a few years as well as just a few weeks and months. The level of information available was brilliant.

“I was impressed with the benchmarking exercises. And it’s good that Fairway was there and playing a prominent role on the day. It’s not just a name or brand; It’s the whole package.”

Charles Allen-Muncey, managing director at Peakhouse Foods (pictured above), which supplies Fairway’s own brand quiches and apple pies, said: “It was a very useful event. It’s been a huge benefit speaking directly to the sales teams and spending time with them. To have their representatives’ attention for as long as we did provided quality time to see and taste the products they are going to be selling.

“The Fairway own brand range is one we have supported for a number of years now. The group as a whole is very loyal to the own brand range and it’s something we are very keen to be involved with.”

A short video on the event can be viewed below:

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