Scented directory leaves JB Foods sniffing success

Caterforce member leaves a lasting impression with launch of its latest product guide

It can never be said that JB Foods hasn’t got a nose for good deal after the wholesaler’s most recent product guide was unveiled with a chocolatey twist.

That’s because the Scottish business teamed up with Tunnock’s to create an innovate tea-cake themed front cover that not only captured attention with its eye-catching design, but also with a chocolate-scented smell.

The Caterforce member took the innovative approach to inspire customers and chefs to make sure the directory, which contains more than 300 new lines, stands out.

Unveiled at a special event at Edinburgh New Town Cookery School, the publication’s launch was accompanied by a Great British Bake Off-style challenge to keep the creative juices flowing, while employees tucked into tea cakes (naturally) and a Scottish-themed cheesecake.

To make sure the day went without a hitch, JB organised for a series of suppliers, such as Mrs Tilly’s, Ferrero and Heygates, to support them, with employees getting creative with a raft of ingredients as they cooked up their best baking efforts.

“The launch of the new directory has been huge success and we’re extremely proud of what the team has created,” said JB Foods Commercial Director Charlotte Thompson.

“We want to be leaders in creativity within the foodservice industry and are using our annual product guide to showcase this. We’ve already received some fantastic feedback from our customers and our sales team has had a lot of fun encouraging them to try and guess what is unique about this year’s product guide – it makes our brand really stand out and is a great way to inspire existing and potential customers.

“Launching this year’s directory at the cookery school was the perfect way for our team members to get to know the products further. The familiarity and knowledge we can take from these events can then be passed on to our customers and allows us to provide the best possible service.”


Caterforce chocolate Edinburgh New Town Cookery School Ferrero JB Foods Scotland tea cakes Tunnock's wholesaler