Parfetts has developed a new partnership with fresh and chilled supplier Eden Farm.
It has seen Parfetts grow the category’s range to over 500 lines, including dairy, desserts, meats, and plant-based options, featuring brands such as Lurpak, Alpro, and Nomadic Yoghurts.
The wholesaler said the extended offer has attracted 900 new customers, which is expected to grow to over 2,000 over the next few months.
“We are seeing significant growth in our fresh and chilled offer,” said Parfetts joint MD Guy Swindell. “Retailers can benefit from a high-quality, extensive range that includes fresh meat, fruit and vegetables, all designed to offer the high margins they expect from Parfetts.
“The ability to deliver orders to their stores with a next-day service is proving popular. The team is also working hard to launch meal deals and meal for tonight options, which are coming soon.”
Parfetts has also launched 12 new fresh protein lines under its Go Local own label, including Pork Chipolatas, Chicken Fillets, and Maple Pork Steak. These lines are available in depots and through Eden Farm drop shipment.
Its own-label range now offers 200 lines, with every product designed to give retailers up to 75% margin.
Customers also benefit from competitive promotional pricing throughout the year, regular promotional campaigns, and tailored support from retail specialists.
“Independent retailers directly benefit from the Parfetts employee-owned business model,” added Swindell. “The structure means that decisions are made with a long-term focus on sustainable growth, reinvestment, and shared success.
“As a result, more is invested in price and promotions, service improvements, and support for individual stores. A comprehensive support package helps retailers maximise sales and improve store performance, all within a business model that values fairness, transparency, and shared success.”
The employee-owned wholesaler recently announced its ninth depot in Southampton to strengthen its national footprint. The new 113,000 sq ft depot will enable Parfetts to deliver across the south coast and into Greater London while serving cash & carry depot customers across the region.
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