JJ Food Service’s healthy eating initiative pays off in the form of increased rapeseed oil sales

Wholesaler JJ Food Service said this week that it has seen an increase in sales of healthier options following its activity with the Mayor of London’s Healthier Catering Commitment (HCC) in February.

JJ’s group general manager Terry Larkin said, “As a result of distributing our Healthier Catering brochure to our Enfield and Sidcup customers via direct mail and digital media, plus our presentation to caterers at the recent City Hall event, almost all products featured within the brochure saw an increase in sales with rapeseed oil in particular up by 23%.”

In February, JJ announced it was working together with the Mayor of London’s HCC committee to promote healthy choices for independent café and takeaway customers. The wholesaler distributed 13,000 brochures promoting fresh fruits, vegetables and lower-sugar and fat products. The brochure featured a 10% discount for customers who sign up to the HCC scheme.

JJ has since followed up with caterers already signed up to the HCC initiative to offer them the same discounts. “The caterers we spoke with were pleased that there was an incentive in place from a wholesaler in recognition of joining the HCC”, said Larkin. “We will continue to champion healthier eating and to offer the discounted rates to new HCC caterers,” he added.


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