First choice

John Searle has been appointed trading director of Staffordshire-based wholesaler First Choice Foodservice.

The former Landmark director joins the business after almost four decades in the industry. He will head up the sales department, which has seen turnover rise from £1m to £10m during the past seven years.

Searle said: “I am delighted to have the opportunity to work with Steve and the entire team at First Choice and help the business continue its already strong sales and profit growth and further develop our customer service.”

Managing director of First Choice, Steve Ainger, added: “I’ve had a working relationship with John for many years, and I’m thrilled to bring his knowledge and passion to our highly talented sales team.

“We share the same goal of positioning First Choice as the go-to wholesaler in the region, and his expertise will provide our sales staff with an enhanced skill set to set us apart from the competition.”

First Choice was established in 2009, and supports professional caterers throughout the Midlands.

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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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