Drinks distributor European Food Brokers has launched a new loyalty scheme enabling retailers without a large licensed offer to get the same deals as the specialists.

Dubbed The Local, the scheme offers members discounts on 18 key lines a month, personalised consumer door-to-door leaflets, colour posters and shelf talkers.

Available though depots at Halifax, Gateshead and the Whittalls Wines operation at Walsall, The Local is similar to the 1 Stop 4 retailer club launched in 2001, but covers fewer promoted products. Although 1 Stop 4 had been a big success, said EFB MD Raj Chatha, the large number of lines promoted each month (32) prevented many smaller retailers or non specialists participating. “Disciplined retailer support for promotion activity is the only way to obtain sufficient supplier investment so that independents can match multiple activity,” he said.

“The enthusiasm by our suppliers to be included in the programme bodes well for the future because prices are competitive and an acceptable profit on return is earned by retailers.”