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March
2004
Unique regional meals producer joins forces with renowned
distribution firm
 A
high quality range of gourmet meal solutions based on ingredients
from the East Midlands is launching further afield after joining
forces with a renowned food distribution firm.
Farmfresh Meal Solutions have been such a success in the food
service industry locally that they are now being supplied to
a much wider audience thanks to the link with Holdsworth Food
Service.
The meals were launched to support farmers and rural producers
in the East Midlands, and to create a range of high-quality
specialist dishes to be served in pubs, restaurants, cafes and
other food service outlets.
Each dish is given a name to highlight the origin of its main
ingredients, such as Lincolnshire Wild Rabbit Pie, Sherwood
Forest Pork in Honey and Ginger, and Trent Valley Beef Braised
in Red Melton Ale.
The move is in response to today's consumers demanding greater
traceability over the origin of what they eat following recent
food scares.
The mouth-watering range helps to support 30 local producers,
who all farm or produce food to the highest standards.
Now Farmfresh Meal Solutions will be available to a much wider
audience via Holdsworth Food Service's distribution network.
At the same time, the meals have been packaged in a new, easier-to-use
format in individual pouches and cooked using the Sous Vide
method - offering even more flexibility to caterers. The cases
supplied via Holdsworth contain six meals, allowing a low-cost
trial of the gourmet dishes, which takes up less freezer space.
 "We
have been hugely successful on a regional basis, but now our
link with Holdsworth Food Service gives us the chance to replicate
this success on a grander scale," explains Rob Danks, General
Manager of Nottinghamshire-based and award-winning firm UK Countrylife,
which produces Farmfresh Meal Solutions.
"By working with a professional firm that is also based
in our region, but has a renowned reputation and established
network, we are continuing our commitment to promote quality
and to support local producers."
Holdsworth Food Service, which is based at Tideswell, Derbyshire,
and is part of the Fairway Foodservice Plc buying consortium,
has depots in Northampton, Evesham, Chesterfield, Tideswell
and Powys, Wales. The family-run firm covers a wide area with
its distribution network.
Marketing Manager Esther Holdsworth says: "We are delighted
to give Farmfresh Meal Solutions a wider platform, and look
forward to introducing caterers to these high-quality, tasty
meals."
To mark the launch of the link-up, a special promotion giving
£1 off each case of six meals is running in March, April
and May. Farmfresh Meal Solutions will also be demonstrating
at the Food and Drink Expo at the NEC, Birmingham, from 14th
to 17th March under the East Midlands banner.
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