After the success of its first ‘Meet the Buyer’ event, the British Frozen Food Federation (BFFF) is now looking to work with more retailers to help them create a broader frozen food offering. The initial exclusive virtual event with Marks & Spencer in May resulted in significant investments in its frozen point of sale collateral.
“M&S has a clear ambition to grow its range of frozen food with additional space in-store. Even before the pandemic hit, it identified frozen as one of the top 10 trends of 2020,” said BFFF Chief Executive Richard Harrow.
He added: “The ‘Meet the Buyer’ event gave M&S the opportunity to connect with frozen food manufacturers. We’ve had great feedback from their team and found it a mutually beneficial experience, having learnt a lot about how the retailer conducts its selection process, which can support members for future events.”
Steven Brookes, senior buyer for Marks & Spencer, remarked: “We are focused on growing its frozen food ranges and making it easier for customers to shop bigger baskets by offering convenience for busy families. Working with the BFFF and its members has helped us to find new suppliers for our frozen range expansion, broadening choice for customers whilst still offering the M&S great quality and trusted value they know and love.”
One BFFF member who attended the event added: “The whole process was fantastic. It was a great way to put potential suppliers and customers together in a way that fits the current situation. Having a dedicated time window allowed us to deliver a pitch that ensured the customer could get to know the real USP’s of our product.”
Another attendee said: “I found the M&S ‘Meet the Buyer’ event to be very straightforward and a fantastic way to give suppliers and buyers the opportunity to meet virtually and quickly assess any areas of interest for future development.
“As a result of a small amount of preparation and a brief and friendly on-line meeting, we are now in the process of arranging follow-up meetings to explore how and where we can take things forward.”
