Foodservice supplier Brakes has unveiled a comprehensive programme to support small businesses, including bakeries, that want to enter the wholesale market.
Dubbed ‘Get Set Supply!’, the initiative offers the chance for SMEs to drive sales through product listings with Brakes, the UK’s largest foodservice wholesaler.
In particular, Brakes is looking for products from social enterprises and those that help tackle food waste, as well as functional foods and allergen free items.
Following an online application process, around 12 shortlisted companies will be invited to a quarterly innovation session attended by customers and key procurement contacts. Successful suppliers will then be selected to gain listings and receive a programme of support including sales presentations, sampling, and promotion along with mentoring from experienced Brakes employees and individuals from its established suppliers.
Examples of its bakery suppliers include Honeybuns, We Love Cake, Handmade Cake Company, and Wicked Cakes.
Brakes said it has also committed to training its merchandising team to provide specific support to food producers joining the programme.
“It can sometimes be daunting for small suppliers to try to get into large businesses and, once there, to be successful,” commented Paul Nieduszynski, CEO of Sysco GB, the parent company of Brakes.
“We want to demystify the process and provide support for around 25 new suppliers every year, giving them the opportunity to start supplying Britain’s foodservice market in a sustainable way that can grow with their business. We know that there are some great products out there and we want to help those companies tell their story,” added Nieduszynski, predicting that the programme will be a “real incubator for talent”.
Applications for the first wave of Get Set Supply! nominees can be made via a form off the Brakes website until 31 August.
Earlier this year, high-end retailer Fortnum & Mason launched its first-ever product discovery scheme which saught artisanal products to stock on its shelves at its flagship London store across five categories including bakery, confectionery, drinks, grocery, and tea & coffee.
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