Sterling Supergroup has launched a new logo and foodservice own label range.
Sterling said the new logo has been designed to create a more modern and distinct image. The foodservice own label range, now branded Sterling Caterers Essentials, will be extended to include all major ambient and frozen product.
The Board of Sterling Supergroup, headed by Keith McClure, managing director of Wm McClure of Windermere, has formed buying committees from within the membership to source suppliers and products for the own label range.
He said: “The time is right for this initiative and I have every confidence that Sterling Supergroup will strengthen and develop. We have some of the best independent foodservice operators in the UK within our group and it makes good business sense to use our experience and expertise. The decisions made by the buying committees will be backed by the membership and our own label sales will grow accordingly.
“The Sterling Caterers Essentials range will offer both quality and value for money – something our customers are looking for during these difficult trading times.”