First Choice celebrates decade in foodservice with £15m growth

First Choice Foodservice recently celebrated 10 years in the foodservice industry with the announcement of a turnover increase of £15m compared to the £1m it made in its first year.

The Fairway Foodservice member has also grown in delivery fleet from three vehicles to 30 in this period and now supplies to a customer base of over 1,000. It also recently added a fourth freezer extension to its Burton upon Trent facility, giving First Choice a total of 15,000 sq ft dedicated to the frozen range, which now runs to more than 1,000 lines.

Read more: John Searle to head up sales at First Choice

Although it originally began serving independent retailers in 1980, it changed it strategy to solely the foodservice market in 2011 and entered the hospitality industry with a range of frozen foods.

“Having transitioned away from the retail sector, we are now 100% foodservice,” says managing director, Steve Ainger. “We stock everything a chef would ever need, from fresh fruit and veg and fresh meat to dry store grocery, chilled goods and a range of non-food essentials. Added to this is our growing portfolio of frozen foods.”

“When we moved from independent retail to foodservice 10 years ago, we went in rather blind. Since joining Fairway Foodservice, our reputation in the sector has benefited hugely as a result of strategic product selection, marketing and advertising.

“I’m incredibly proud of the whole team at First Choice, a company which I have been a part of for over 40-years. We have proven ourselves to be a key player in the foodservice industry, creating a loyal customer base, who have resolutely supported us, particularly of course over the past 18 months or so. I’m especially excited to see where the next 10-years will take us,” he added.

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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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