Wholesaler marks new era with rebrand

The company is embarking on an “exciting” new chapter in its history

Fairway Foodservice has rebranded in a push to develop support for its members and lay foundations for the future.

The buying and marketing organisation, which operates on behalf of 20 UK based wholesalers, has revamped its brand structure, including the renaming of its own-brand range Fairway Assured as well as establishing Fairway Excellence, a luxury range offering caterers access to innovative and inspirational products.

It’s been five years since the company’s last rebrand, and Fairway has helped its members grow to a combined £715m since then. This latest rebrand has grown out of an ambition to reflect the company as it is today, as marketing strategist Toby Jordan explains.

“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,” he said. “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.”

The organisation is planning an intensive promotional programme to expand the range over the next two years to further support its members, as Jordan continues.

“The new name for our own-brand range was based on the word ‘assured’, which was constantly coming up in our discussions,” he said. “We provide an extra layer of assurance for caterers as we have benchmarked the products and carried out an extra later of due diligence into the supplier.”