Trade Development

HEFF employs a Trade Development Manager and a Trade Development Executive who are responsible for delivering the groups trade development programme.

Trade Shows
This includes organising attendance at key national trade shows such as Food and Drink Expo and IFE to name but a few.

In supporting producers to attend trade shows, the Trade Development team will

• Increase trade development for your business
• Create opportunities to promote products to regional and national buyers
• Generate new trade leads and contracts
• Explore potential in UK and export markets
• Increase awareness of regional products and the benefits of local sourcing

Included in the cost of the stand at these trade events is support from HEFF and complete organisation prior to the event. These services comprise stand building, publicity, stand branding with personalised graphics panels (with subsidy) and all communication with event organisers leading up to the event.

Producers exhibiting with HEFF will be marketed to trade buyers through a variety of means; pre & post PR, personalised invitations, directories, cookery demos, marketing and branding.

National “Meet the Buyers”
HEFF also organises targeted “Meet the Buyer” events, which bring individual producers together with specific buyers. These meetings can introduce producers with buyers from independent and multiple retailers, food halls and the food service sector including caterers, hotels and pubs. Successful events to date have included events with Waitrose, Harvey Nichols, Budgens, Sainsbury’s, Selfridges and the Tussauds Group.

County “Meet the Buyers”
On a more local basis HEFF organises County based Meet the Buyer events which bring together Delis, Farm Shops and other independent businesses from food retailers and local stores to hotels, pubs and bed and breakfasts. This introduces local businesses to food and drink producers on their doorstep, with an aim to encourage the procurement of local produce into smaller retail or catering establishments.

“Specialist Projects”
HEFF runs a number of sector specific projects, tailor made to meet your needs. The specialist support projects will provide producers with a vehicle to expand into a wider customer base.

Liasing closely with Food from Britain and UK Trade and Investment, HEFF works with producers looking to develop the international side of their business.

“Buyers Choice”
HEFF also offers ‘buyers choice’ visits to both local and national buyers. Visits are organised to the producers’ premises providing an alternative format to the meet the buyer events.

“In-store Promotions”
The trade development team will support national retail stores to stage in-store events to promote food and drink from the West Midlands, giving exposure to additional consumers outside their usual marketing areas. Store promotions have included Partridges and Harrods.