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Asda expands local food offering through HEFF
Asda is working alongside Heart of England Fine Foods (HEFF) to expand its local food and drink range in selected stores across the heart of England.
Asda is to extend local lines across all categories with priority areas outlined as bakery, dairy, prepared foods, a local poultry range, ice cream, condiments and beverages.
Asda already stocks lines from eight HEFF producers, but the heart of England region has been targeted as a key area for development over the next 12 months.
HEFF’s supply chain development team held a Meet the Buyer session for Asda at its head office at Shropshire Food Enterprise Centre.
Local sourcing and technical manager, Alison Hamlett, and local buyers Jon Hollingsworth and Terri Saunders, met with 16 producers to discuss potential product lines for the spring 2012 local range.
Hamlett said: “We are passionate about sourcing the very best local food for our customers and these Meet the Buyer sessions allow us to give producers an opportunity to sell their products at Asda. We met some fantastic producers and we hope to extend our heart of England range next year.”
Source: Asda
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