Heart of England Fine Foods (HEFF) has thrown its weight behind the government’s new Food 2030 plan.
The plan echoes what is already being encouraged by the regional food group for the West Midlands including Staffordshire, Shropshire, Herefordshire, Worcestershire, Warwickshire and Birmingham and the Black Country, through a range of initiatives to increase the availability and improve the marketing of local food and drink.
HEFF has the ‘Savour the Flavour’ scheme, which helps retailers to brand local food and in doing so makes it easier for shoppers to quickly identify local produce through the association with the Savour the Flavour label.
The Savour the Flavour scheme rewards outlets that expand their stock of regional produce by supplying them with point-of-sale material and branded display equipment, such as chillers and freezers. Retailers also receive a Savour the Flavour swing sign to place outside the shop so customers know that whenever they see the sign, regional produce can be found inside.
HEFF also operates a regional food distribution service on behalf of regional producers so that local food and drink can be delivered to retailers on one vehicle.
HEFF business development manager Louise Pickford said: “Supporting locally produced food, as highlighted in the Food 2030 Plan, is becoming increasingly important. I hope this strategy will bring this to the forefront of people’s minds and encourage both shoppers and retailers to look at the food they are buying.”
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