HEFFroads - Route Organiser and Distribution Sharing

Watch HEFFroads video  This short video clip requires speakers. Available by request on DVD.

HEFFroads is an online distribution-sharing programme available to members of HEART of ENGLAND fine foods. It increases the efficiencies of product delivery by enabling companies with limited distribution options to work with companies with excess capacity in their delivery schedules.

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 before registering




        HEFFroads coming soon






“Logical road to logistics solution”
“…. Not only could it be a major fillip to the West Midlands food and drink sector, the ability to share distribution and create joint logistics solutions has potential benefits for the entire supply chain….”

Tommy Leighton, FRESH INFO 9 September 2006



“Small producers hitch lift on delivery scheme”
“Regional food group, HEART of ENGLAND fine foods is to launch the first national online system addressing the problems many small producers experience in distributing their products...It will also help cut food miles at a time when the food industry is under pressure regarding its environmental impact….”

Sian Harrington, THE GROCER 22 July 2006



“Distribution initiative aids smaller producers”
“The scheme, while brand new and small scale, could light the way for similar route to market projects in other regions, and potentially efficient and effective nation wide distribution networks for SME’s in the food and drink sector.”

FARMERS GUARDIAN 15 September 2006



“HEFFroads tackles route-to-market issues”
“A distribution initiative launched by Heart of England Fine Foods (HEFF) could have far-reaching consequences for the UK’s small and medium-sized producers….. It covers all distribution possibilities across the UK, so the potential is obvious. It could also open up new markets and cross-marketing opportunities ….”

FRESH PRODUCE JOURNAL 11 September 2006


HEFFroads has been designed by HEART of ENGLAND fine foods, in conjunction with UCE Birmingham’s Technology Innovation Centre (tic)