Regional food group Heart of England Fine Foods is to launch the first national online system addressing the problems many small producers experience in distributing their products.

HEFFroads (Route Organiser And Distribution Sharing) brings together companies that are willing to share transportation in a bid to cut costs and open up more markets to suppliers who have limited or no distribution. It will also help cut food miles at a time when the food industry is under pressure regarding its environmental impact.

According to HEFF, small producers are penalised when it comes to distribution, many paying £50 a pallet regardless of how full it is. "Those without vans are paying top whack while others are distributing their product through half-full vans," said HEFF marketing executive Louise Pickford.

"We are excited about the positive impact this system will have on members' businesses."

HEFF member companies will be given user names and passwords through the HEFF website and can then search for matches via a 'Find the Route' function based on their starting and ending point, and the type of vehicle required, be it ambient, chilled or frozen. Companies happy to share their transportation can post their available routes on the site, indicating potential pick-up spots or through routes.

When a match is identified, users get in contact directly and confirm terms and costs.

A pilot was previewed to producers attending HEFF's annual trade event in Birmingham this week in order to gauge feedback. Tony Norman, director of Herefordshire company The Dairy House, was just one member who said he was impressed with the system.

The system, which has been designed in conjunction with Birmingham's Technology Innovation Centre, will go live in September. It will initially be offered to HEFF members but will come available to a wider audience.