Membership

Welcome to Heart of England Fine Foods

HEFF is the lead organisation for small and medium sized producers, growers and processors of food and drink from within the West Midlands region.

Membership of HEFF brings recognition, both regionally and nationally, to a company. It indicates that a company is producing food and drink to the highest standards, in terms of taste, quality and innovation.

The group offers a range of categories of membership to suit the size and type of all food and drink businesses.  The group welcomes associate membership from other businesses who are committed to selling, serving or promoting food and drink from the region, and affiliate membership from companies providing a service to other member businesses.

Benefits to your Business

Trade Development

HEFF employs a Trade Development Manager and a Trade Development Executive who are responsible for delivering the groups trade development programme.  Click here for more information abour HEFF's Trade Development work. 

Savour the Flavour

The group has developed a regional retail initiative under the branding - 'Savour the Flavour'. The scheme operates by encouraging retail outlets to increase the number of local producers they stock.

For every 6 new producers listed, outlets can receive a branded ambient, chilled or frozen display unit and point of sale material to highlight regional product within the store. If an outlet takes on more than 6 producers (up to a maximum of 18) they can receive a larger piece of equipment such as upright freezers, multi-deck units and serve-over counters, subject to terms and conditions being met.

HEFF works with Savour the Flavour outlets to hold tasting sessions and open days to encourage consumers to buy more local produce. Savour the Flavour ‘Meet the Buyer’ events are held regularly to introduce outlets to a wider range of producers.

Producer members can be listed in the  Savour the Flavour Supplier directory which is given to all Savour the Flavour outlets to help them choose the most suitable regional produce for their outlets.

Consumer Awareness

HEFF regards the promotion of regional foods direct to the consumer as an important part of its work. With the current surge of interest in regional and local foods the group takes every opportunity to promote the availability and quality of products from the region.  In May 2005 HEFF launched relish the fabulous food club.

relish, is aimed at helping consumers who want to find and relish the best food and drink in the region.

Individuals sign up and receive exclusive offers to the region’s top eating establishments, invitations to unique events as well as promotions and discounts on some of the best produce available. relish members receive a quarterly pack letting them know what is happening in the region, what is in season, and inviting them to events such as regional dinners, farm open days and producer visits.

This is your opportunity to promote your products direct to interested consumers, an extremely valuable marketing tool.

Competitiveness Development

In the ever-changing world of food and drink it is difficult to keep abreast of all the new legislation, product innovation, labelling laws and such like. HEFF assists producers to keep ahead by hosting seminars and workshops at subsidised rates, to coincide with market developments and to meet producers’ specific requirements. An annual conference is held in the spring, which attracts high-level speakers who address issues relating specifically to the food and drink sector.

Members state that the opportunity to network with like-minded people is an invaluable part of membership, with producers working together across the supply chain on such things as distribution, packaging and the sourcing of raw ingredients.

A quarterly newsletter – keeps members up to date with future events, reports of past initiatives and new opportunities. HEFF ensures that members are kept up-to-date with future events and new opportunities by post or email.

HEFF Hygiene & Food Safety Standard

The HEFF Standard is a self-audit food hygiene management and good practice document to which all members must subscribe. The HEFF standard was designed to help members to understand and deal with hygiene and food safety regulations as simply and painlessly as possible.  Read more...

Press Opportunities.  Read more...