Fairway’s fresh look delivers new highs
Foodservice group delivers personal best at latest Meet the Member event
A fresh new look and a revamped brand attracted a record-breaking number of sales at Fairway Foodservice’s Meet the Member event.
Attendees to the foodservice buying group’s event racked up £1.2 million of sales, smashing its previous best of £1m sales that was set 12 months ago.
It was the first major outing for Fairway’s new branding and was also the perfect opportunity to unveil its new-look own-brand range, Fairway Assured, and launch a series of new ranges, including pasta, king prawns and tuna.
Held at Drayton Manor Theme Park in Tamworth, the event welcome 39 suppliers of all shapes and sizes to showcase their wares to Fairway’s members.
“Our 20 members have responded incredibly well to our new branding, with positive comments and another record-breaking Meet the Member event,” said Marketing and Events Manager Richard Ellison.
“Our new packaging for our Fairway Assured range has an improved design which is now more functional for chefs and warehouse pickers, and having it on display for our member wholesalers allowed them to see the benefits first hand. In addition, we continued our focus on introducing new suppliers and NPD, as well as encouraging sales.
“Suppliers and members tell us that our Meet the Member events are the ideal mix of deals, insight into innovation, networking, and socialising. It’s a formula that our team has worked hard to create and we’re thrilled with the £1.2m of sales and the feedback received.”
Hosted twice a year, Fairway’s events are proving popular with suppliers and members, with plenty of possible deals available to be had. And as Darren Goulton, Managing Director at member Charles Saunders, explains the numbers don’t tell the full story.
“The Meet the Member events are more than about sales for us,” said Gaulton.
“Our 1-2-1 discussions with suppliers allow us to discuss the latest trends as well as other industry topics that help us stay at the forefront of foodservice.
“In addition, through networking opportunities at social events, we continue to develop new and cement existing relationships with key people that support our business aims and vision.”