Fairway unveils ambitious own-brand plans

Buying group announces huge increase to own-brand range by 2020

Fairway Foodservice has revealed it plans to offer a choice of more than 650 own-brand products within the next year.

The award-winning range, called Fairway Assured, created an immediate sales surge for the company when its new look was launched earlier this year. Using this success as a platform to build on, the buying and marketing group will be adding 80 more products to the existing range of 570 lines, which has already seen the introduction of tuna chunks, pasta, floured tortillas and king prawns.

Fairway’s Purchasing Director Steve Jeavons said: “Our own-brand products are very well known for their quality matching or being better than the leading brands, at a lower cost.

“The launch of Fairway Assured as a brand, accompanied by new packaging, has cemented our position as the leader in the field.

“We listen to our 20 members and the message has been very clear: ‘add more products to the range’.

“We have an ambitious goal of increasing the range from 570 to 650, but the most important aspect is ensuring our benchmarking exercises maintain the quality of the range.

“It’s certainly done that with the introduction of tuna chunks, raw peeled king prawns, floured tortillas and our pasta range. The feedback has been incredibly positive so far and I’m excited to see how the range develops from here.”

Peter Henderson, Sales Director at Fairway member Tyneside Foodservice, said: “We try to comply with everything the group offers, stocking the entire own-brand range as we know how good the quality is.

“We’ve seen an increase in sales thanks to the products, as customers often look for value in alternatives to name brands.

“The range gives us that step ahead from our competitors, as it’s of a consistently high standard, reasonably priced and always well received. We’ve never had a complaint about a Fairway product.”

Fairway’s website has had a revamp too and you can see the own-brand range in its entirety at fairwayfoodservice.com

Fairway Assured Fairways Foodservice own-brand range Peter Henderson Steve Jeavons wholesale wholesaler