New strategy for JJ

In order to better serve a broader spectrum of food sectors, wholesaler JJ Foodservice has updated its business strategy

Mushtaque Ahmed, managing director, reflected on the company’s journey: “From catering mainly to fast-food outlets 35 years ago, today we serve every type of food sector, from restaurants and pubs to hotels and schools. Our Advance Order platform has been instrumental in enabling every branch to expand its range of quality products.”

In the past year, JJ achieved more than £2m in sales through its Advance Order platform.

With this shift in strategy comes a new mission statement, vision and company values. The new mission statement is ‘to make it easy for everyone to enjoy chef-quality ingredients’, supported by a vision to ‘become a leading sustainable foodservice supplier, making a positive impact on people, communities and the environment’.

The company’s new values also reflect the guiding principles of its culture: “Our new JJ family values serve as the cornerstone for how we communicate and interact with customers, suppliers and each other,’ said Mushtaque.

As part of this shift in strategy, JJ has also announced plans to expand its product range over the next 24 months to further enhance choice and service to a wider range of food sectors.

JJ Foodservice Mushtaque Ahmed