Welcome to Heart of England Fine Foods

About Heff

HEART of ENGLAND fine foods (HEFF) is the regional food group for the West Midlands representing local producers and we are proud to have such diversity and quality amongst them.

Since 1998 we have been working on their behalf establishing contacts and building relationships with food retailers, wholesalers and food-service companies.

With these links and our knowledge of the food industry we assist a growing base of food and drink producers in the West Midlands introducing them to new markets and helping them develop their businesses along whichever route they choose.

In doing this we are fulfilling our goals – making locally produced, quality food available to a wider public, raising consumer awareness of our regional strengths and providing sustainable business opportunities to our local food economy.

Based in Shropshire, HEFF is a company limited by share, with a board of Directors comprising of producer representatives from each of the six counties and representatives from the public sector who act as advisors to the board. Support is currently received from the Regional Development Agency - Advantage West Midlands (AWM), and the Department of Environment, Food and Rural Affairs (DEFRA) via Food from Britain (FFB).