Country Range Group brings First Choice Foodservice on board
On track to achieve a turnover of £23.8 million this year, First Choice Foodservice serves customers working in the public and hospitality sectors across the Midlands
A foodservice group, which is made up from 13 member businesses and sixteen wholesalers, has announced that a 17th food wholesaler has joined its ranks.
The Country Range Group has named First Choice Foodservice as its latest recruit as of 16th September 2024.
On track to achieve a turnover of £23.8 million in the current financial year, First Choice Foodservice serves thousands of customers working in the public and hospitality sectors across the Midlands.
First Choice Foodservice will immediately benefit from the Country Range Group’s buying power, analysis, data and insights, the formidable three-tiered, own brand portfolio, and wide-ranging marketing campaigns and promotions.
Commenting on this development, Steve Ainger, Managing Director of First Choice Foodservice, says: “We’re delighted to be joining the Country Range Group and look forward to working with the other members to share best practice, improve and grow together. The opportunities ahead for the business are very exciting and we’re confident the Group will help us to take the next step in our incredible journey.”
Country Range Group Chief Executive Martin Ward adds: “I would like to wish a warm welcome to Steve and the wider First Choice Foodservice team on joining our Group. The business has a great heritage and culture so we’re very much looking forward to meeting everyone and getting to work. Its dedication to customer service is outstanding and with our buying power, three-tiered portfolio and extensive marketing support, I’m confident it will be a great fit for our Group and we can help it achieve its ambitious targets.”
Originally established under the name Metro in 1969 by Eddie Ainger, his brother Graham and brother-in-law Arthur Taylor, the business initially ran nine local retail food stores before moving into the wholesale sector in 1982.
In 2005, the retail stores were sold, Eddie, Arthur and Graham retired, and there was a management buyout of First Choice Wholesale Foods, a traditional Cash and Carry and delivered wholesale business. In 2009, under Eddie’s son Steve’s leadership and alongside long-term colleagues Nick Grantham and Martin Flanders, the trio saw an opportunity to develop and expand in to foodservice.
Realising the company’s future was in this area, the traditional cash and carry was closed down in 2015 and the business rebranded as First Choice Foodservice. In the 13 years since the change, the business has grown its foodservice turnover from zero to close to £24 million.
Working out of its 35,000 square foot warehouse, the company prides itself on offering the best customer service with a portfolio of over 4,500 fresh, chilled, frozen, ambient and non-food lines delivered via its fleet of 34 multi-temp vehicles. Innovative and forward-thinking, the business captures 62% of its orders via its bespoke online ordering app and its telesales team take orders until 10pm for next day delivery, six days a week.
Still very much a family concern, Steve’s daughter Sophie is now a BDM in the business and his son Michael helps out during his university holidays.
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