DBC Foodservice has taken delivery of 30 new lorries it claims will reduce harmful emissions by over a third.

Refrigerators on the new vehicles are also greener because they run on electricity instead of diesel, the company said.

The vehicles’ liveries will feature product photos and the company’s new strapline, ‘We love food’. The design will be extended to its 230-strong fleet as the rollout continues.

“Traditionally our vehicles carried the distinctive DBC logo in striking red on white, but we wanted to add delicious product imagery to convey precisely what we as a company are about – the supply and delivery of first-class food to the industry,” said managing director Chris Horne.

“DBC prides itself on being a dynamic, innovative company and our new vehicle liveries will help ensure we are recognised as a supplier of quality and choice.”

Seveneye Tracking has also been installed to increase fuel efficiency and alert customers to delivery times.

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