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Distribution co-op launches in Midlands
Food and drink producers in the West Midlands are co-operating to create a new distribution system to widen availability of their products, both regionally and nationally.
Members of the Hearts of England Fine Foods (HEFF) promotional body had been clamouring for a distribution network for several years. The on-line service, called HEFFroads, was launched at the Speciality & Fine Foods Fair at Londons Olympia.
The service is free to members of HEFF that are looking for help distributing products within the West Midlands and beyond. By logging on to the www.heff.co.uk web site, HEFF members can find other producers that are willing to share transportation costs on convenient routes. Producers will be encouraged to post their routes on the web site in advance.
HEFF marketing executive Louise Pickford said it would be up to the producers to negotiate their own terms and costs but, she said, it could be of benefit to those producers with chilled and refrigerated vans making deliveries at less than full capacity.
She said HEFFroads had the potential to allow producers to reach more retailers, both larger and small, as well as pubs, restaurants and hotels on both a local and a national basis.
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