Heart of England Fine Foods (HEFF), one of the most proactive regional representative bodies in the UK food industry, has brokered a new initiative that ensures all roads lead to, and from, the West Midlands.
Following on from its HEFF Roads project, launched last year, which encouraged small- and medium- local producers to create an online network to share logistical loads and costs, the HEFF Delivery Service goes even further down the road to making clear financial savings for producers and helping the Midlands’ food chain significantly reduce its carbon footprint.
A partnership between HEFF and Heart Distribution, a newly formed subsidiary of AF Blakemore, the Darlaston-based wholesale group, the venture has been formed solely to consolidate and deliver food and drink for HEFF members.
Already, some 64 companies have signed up for the scheme, including three fresh produce firms - Ferryfast, from Pershore, R&RW Bartlett, Lichfield, and Manor Fruit Farms, Tamworth. More than £50,000 of business was carried out in the first five days.
The pioneering initiative has had to put a waiting list in place, so big has the demand been, and the companies on that list are waiting for phase two to begin before they can jump on board.
The service offers a one-stop shop for retailers and foodservice companies, satisfying a growing demand to source regional food and drink and offering financial savings for producers who no longer have to deliver small quantities to multiple customers across a large geographical area.
Three local distribution hubs have been set up to allow growers to share loads and limit the number of vehicles on the roads. All products will then be sent into Heart Distribution’s 60,000sqft multi-temperature facility in Darlaston, and consolidated, before delivery in branded ambient, chilled or frozen trucks.
The range of product lines involved in the project tops 1,000, split across the three temperature regimes.
AF Blakemore is a key player in the Spar Group, and 90 Spar stores across the region are already benefiting from the service, which has allowed them to roll out their ‘Local Heroes’ range. HEFF plans to extend deliveries to other independent retailers, farm shops, delicatessens and restaurants.
HEFF chief executive Karen Davies explains: “The launch presents a real opportunity to satisfy increasing market demand for high-quality, regional produce, and will further heighten awareness and increase the availability of food and drink products from the Heart of England region.
“It is not a wholesale operation, more a fast and efficient distribution channel solely for our producers. They retain control over where their products are sold, and at what price.
“Heart Distribution is the logistical arm of the HEFF trade development programme,” says Davies, “providing the solution to delivering products to new markets and any existing customers. It provides an important link to our Savour the Flavour retail outlets (regional and national), as well as direct supply to the HEFF mini-bars in hotels and school vending machine customers.”
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