Entirely Midlands


Wednesday November 21 2018

Wholesaler serves up successful trade show

Staffordshire-based First Choice Foodservice welcomed 350 of its customers to its inaugural trade show, with attendees ranging from large pub and restaurant chains to independent cafs and tea rooms.

Wholesaler serves up successful trade show

The Signature Food and Drink Trade Show, held at the Derby Arena and Velodrome, showcased new products and live demonstrations, all aimed at helping caterers offer new and exciting menu options to the public.

Close to 200 suppliers exhibited at the show, giving delegates the chance to take advantage of exclusive one-day only offers, which were open to both new and existing customers. 

Exhibitors included First Choice’s freshly prepared meat and fruit and veg suppliers, mid-Wales artisan dessert maker Sidoli, and Preston-based pizza-producers Pizza Plus. First Choice is a member of Fairway Foodservice, and the buying group presented key products from its own-brand range.

And the free event, held in partnership with Nottingham drinks wholesaler Libra Drinks, had a festive feel, with First Choice’s Christmas range on display for sampling ahead of the holiday season.

First Choice managing director Steve Ainger said: “We had very good feedback from those who attended, with the main message being that it felt ‘more like year ten than year one’.  

“A significant benefit was that due to working with Libra Drinks, more customers were able to build relationships with companies they were previously unaware of.

“A number of deals were done, including a customer choosing to switch their bread supplier on the spot after being so impressed by what was on offer. But it wasn’t just about sales, with a focus placed on creating an environment for ideas to be shared and knowledge gained.

“Hosting the event was a fantastic experience for the team, and we’re already putting ideas together to make our future trade shows bigger and better.”

Following its first-time show success, First Choice will make an announcement on a follow up event in January 2019.

The foodservice wholesaler was established in 2009, and supports a wide range of professional caterers throughout the Midlands.

It delivers more than 4,000 product lines from Monday to Saturday weekly, with online ordering and a next day delivery service available.

For further information visit: http://www.firstchoicefs.co.uk/

"A number of deals were done, including a customer choosing to switch their bread supplier on the spot after being so impressed by what was on offer"
Steve Ainger

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