Wholesaler JW Filshill is collaborating with frozen food specialist Eden Farm to drive growth in the category across its KeyStore fascia – with early results showing an uplift in rate of sales and volume.
Eden Farm, the national wholesaler and distributer specialising in frozen food, ice cream and chilled, is working with Renfrewshire-based Filshill to promote a “Feed the family for £5” deal throughout KeyStore.
The partnership reaffirms fifth-generation wholesaler Filshill’s position last year as Best in Class among UK wholesalers and convenience symbol groups – for the 15th year in succession – in an independent survey by the respected global organisation, The Advantage Group.
Stuart Auld, Filshill’s category buyer for food and third-party supply, explained: “The frozen food sector can be challenging for independent retailers, so we have worked closely and collaboratively with Eden Farm to find solutions that work for KeyStore retailers to help them maintain profitable margins and ease of supply.
“We’re also very aware that shoppers’ budgets are squeezed just now due to cost-of-living pressures so we are offering a competitive ‘Feed the family for £5’ deal that offers retailers’ customers a choice of protein, vegetables, a potato offer, and ice cream. The deal allows shoppers to purchase a full meal, including dessert, for just £5.”
The products available are from County Durham-based Eden Farm’s well-known Farmer Jack’s range. “We’ve been working with Eden Farm for several years, building up a good relationship with the supplier,” said Stuart. “However, our partnership has become more aligned and focused, particularly over the past year.
“It’s very much a collaboration. Filshill’s strategy over many years has involved working in partnership with our suppliers – collaborating with them, sharing information, and making them part of our success story.
“Eden Farm really stepped up to the challenge in terms of range and pricing – this is a prime example of the type of collaboration we want to nurture with our suppliers and one of key areas of support for KeyStore retailers.”
Auld added: “We leverage partnerships like this to provide promotions, pricing and range support to drive our retailers’ store performance, tapping into our ‘five reasons to join KeyStore’ campaign: delivery, social media support, KeyStore Community Fund, proven core range, and real business support.”
The Farmer Jack’s promotion is currently being trialled in 22 KeyStore outlets across Scotland. “Every KeyStore is different in terms of size and customer demographics, and this deal gives as a point of difference over our competitors – and we feel that the frozen category offers untapped potential,” Stuart added.
