As part of a major revamp of its brand structure, Fairway Foodservice has introduced a new luxury range for caterers titled Fairway Excellence, and has also renamed its own-brand range Fairway Assured.

The buying and marketing group has also introduced a new packaging design as part of a push on sustainability.

Marketing strategist, Toby Jordan, said: “Since our last rebrand five years ago, we’ve continued to develop the support for our members, helping them grow their businesses to a combined £715m in 2018, had staggering growth in own-brand, and paved the way through innovation and with our digital platform, Fairway Connect.

“As a business, we have achieved much and gone through great transformation to the point that our brand identity no longer represented us or the exciting future direction of the business.

“Our rebrand lays the foundation for further digital changes in 2019. We will be launching a new website, as well as a mobile app, which will allow users to access new products and promotions in the Fairway Assured range. In addition, we will work closely with our members to assist them with embracing digital including producing websites on their behalf if they require one and supporting them with digital marketing content,” he added.

The buying group’s new identities will be rolled out across its packaging and marketing with immediate effect, as well as help attract new members.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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