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Freshfayre expands distribution network into Central London

Freshfayre, the UK’s specialist supplier of chilled and ambient foods to the foodservice market, and part of RCapital, owners of Little Chef, have added a seventh distribution depot based in Woolwich, South London to their nationwide distribution network.

“This investment demonstrates the confidence and financial commitment that RCapital have given Freshfayre to continue with our expansion plans despite a challenging economic environment” commented Gary Bell, founder and MD.

Freshfayre’s dedicated chilled supply chain, incorporating over 1000 quality assured products, and enviable reputation for service, product quality and innovation is proving a successful combination as sales have grown past the £23m mark with a 10% increase forecast for 2010. Currently operating 45 vehicles and employing over 120 people the fleet makes in excess of 3,000 deliveries per week to over 2,000 customers.

“Our customers have been very supportive of our move into London with its diverse product requirements and this opening will enhance our service proposition to our existing clients whilst providing additional capacity for further growth” commented Richard Winston, National Account Controller.

Freshfayre’s enviable service reputation has been driven by the unique combination of traditional van-sales and telesales/drop & drive facilitated by the professional and technically advanced hand-held technology coupled with investment in the training and development of our professional van sales colleagues.

Freshfayre have also invested heavily in the senior management team with the appointment of a number of key personnel including Mike Walker, Operations Director, Sarah Peak, Buying & Supply Chain Director and Martin Bates, Finance Director who have all operated within the food retail and manufacturing environments throughout their careers.

Other investments within the supply chain, including on-line product specifications and the impending investment in warehouse “voice” picking technology further demonstrate the commitment that Freshfayre have in becoming the number one choice for chilled foods within the UK foodservice market.