The Kitwave Wholesale Group has acquired First Choice Foodservice as part of a strategy to continuing growing its reach around the UK.
Based in Staffordshire, First Choice has been through a significant evolution of the company’s proposition, with managing director Steve Ainger spearheading its strategic shift from a traditional cash and carry operation towards a delivered foodservice business.
There will be no changes to First Choice’s depot, operations, sales or head office teams, with the existing leadership structure remaining firmly in place and Steve Ainger continuing in his role.
Sophie Ainger will continue in her role as Marketing Manager, while Michael Ainger will continue to support the business in buying, as third-generation family members. The business will continue to trade under the First Choice Foodservice brand and will also continue its existing membership of the Country Range Group.
Read more: First Choice celebrates decade in foodservice with £15m growth
The business will now join Kitwave’s foodservice division alongside Creed, Total, WestCountry, Fife Creamery and Charles Saunders Foodservice. This move is said to support First Choice’s long-term growth ambitions while retaining the people, relationships, culture and values that have underpinned the business’s success.
Ainger said: “First Choice has always been a family business at heart. My father Eddie, and my uncles Graham and Arthur, built the company around hard work, strong relationships and a real commitment to looking after our customers. Those principles have remained central to the business throughout its development.
“Joining Kitwave represents an exciting new chapter for First Choice. It gives the business the scale, investment and support to continue its growth journey, while building on the foundations laid by my father and uncles, and retaining the people, culture and customer-focused approach that have made First Choice what it is today.”
Read more: First Choice Foodservice joins Country Range
Ben Maxted, chief executive at Kitwave Wholesale Group, added: “First Choice has built a strong reputation through its customer-focused approach, experienced team and commitment to service. Its evolution in recent years from a traditional cash and carry business into a growing delivered foodservice operation is particularly impressive, and there is a strong alignment between the business and our ambitions for the foodservice division. We are delighted to welcome Steve and the First Choice team to Kitwave and look forward to supporting the business as it enters its next chapter.”
