Link with Love British Food is seen as a natural extension of Fresh Direct’s Best of British campaign
Foodservice fresh produce provider Fresh Direct has announced that it has become an official partner of Love British Food, the organisation that supports and promotes the use of British food.
The group said that driving the use of British produce was a key strategic goal, and explained that it had been working with growers and customers to increase the amount of British food that it sold as part of an ongoing commitment to focusing on providing the freshest, in-season British fruit and vegetables.
The link with Love British Food was, it noted, a natural extension of its Best of British campaign, which had seen it widely promote its British supply partners through social media and advertising campaigns as well as within a dedicated section of its website.
The partnership launches ahead of British Food Fortnight, which takes place from 20 September to 6 October,
British Food Fortnight will see Fresh Direct creating a PR and social media campaign, as well as working with sister company, Brakes, to provide a range of offers and information on British produce.
Brakes is also an official partner of Love British Food.
“Over the past few years, we have made a conscious decision to focus on increasing the amount of British food that we sell across all of Sysco’s British businesses,” said Paul Nieduszynski, CEO at Sysco GB.
“We know that customers want to put great British produce on their menus when it’s available and in season, whether that’s traditional fruit and vegetables or vertically-grown herbs, so we are working hard with more than 100 growers to provide a fantastic range of high quality, home-grown food for them.”
Alexia Robinson, founder and CEO of Love British Food, said the organisation was “delighted” to welcome Fresh Direct to the Love British Food family.
”Their lead, alongside their sister company Brakes, in having a dedicated section on their British produce is something we applaud and are calling for across the industry,” Robinson outlined.
”The work they are doing with their growers is a testament of support to British fruit and vegetable producers at a time when so many are united in acknowledging we need to produce more fruit and veg on home soils.
”Demand for British seasonal produce is increasing exponentially and I am sure all the work Fresh Direct is doing will translate into commercial success too,” she added.
