Fresh produce has been singled out as a priority growth area at the Heart of England Fine Foods (HEFF) trade development event this month.

HEFF is inviting producers from the West Midlands to meet buyers from the independent retailer organisation Lakeside Group at Dumbleton Hall, near Evesham, Worcestershire, on August 16.

Several members of the Lakeside Group, which includes 26 companies offering close to 100 retail outlets across the UK, have asked HEFF to help source fresh local brands to complement their wholesale stock.

The event will give fruit and vegetable suppliers, and producers of soft drinks, dairy produce, confectionary, prepared or frozen foods, condiments and alcohol, the opportunity to present their products to buyers from the fast-expanding Fraser Group.

Debbie Coxon, trade development manager for HEFF, said: “This is the first of what we hope will become a series of terrific opportunities for West Midlands producers to expand into new parts of the UK.

“Products put forward for consideration must be ready to retail in a convenience store environment, so bar coding will be necessary, and transported directly to the store.

“We can offer advice and support to producers encountering these issues for the first time and we will be there on August 16 to introduce the Fraser Group.

“Time is of the essence so we invite any interested parties to contact the HEFF office as soon as possible to apply for an appointment.”

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