Safeway is considering extending a successful scheme supplying locally caught fish to its stores across the UK.
Falmouth-based company Fresh from the West had been supplying fresh fish direct into Safeway stores in the south west of England. "What started as a 12-week trial has turned into an ongoing success story," says MD Sandy Ralph.
Safeway identified Fresh From the West, a subsidiary of FalFish, as a source of quality fresh fish supplies and worked with the company to set up an ordering, processing and distribution system. Individual stores now order for delivery early the following day.
Gary Hooper, Safeway's retail operations manager, said the scheme meant stores were guaranteed the freshest possible fish which went down well with customers. During the trial, sales rose 27% and sales levels have remained high for the rest of the year. "Our relationship with Fresh From the West has encouraged us to consider running similar trials using local producers in other areas," said Hooper.

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