Wholesalers including Bidfood, JJ Foodservice and Savona Foodservice have all set up DTC ventures in the past weeks
Brakes began supplying tinned products to Sainsbury’s and milk to Iceland last week
Brakes has begun selling direct to consumers for the first as it continues to respond to the coronavirus crisis.
The wholesaler is the latest foodservice specialist to diversify its offer in response to the shutdown of the hospitality sector.
Brakes’ new Food Shop venture went live this week at its Reading, Portbury and Warrington depots. Shoppers can browse the website, call through orders from 9am to 2pm, and collect from the depot the following day.
Several foodservice wholesalers have set up similar DTC ventures in the past two weeks, offering either collection or delivery services. These include Bidfood, JJ Foodservice, Savona Foodservice and Creed Foodservice.
Food Shop is the latest move by Brakes to respond to the current crisis. It has partnered with Sainsbury’s to supply catering-sized cans of beans and tomatoes to stores in Kent. It is also supplying milk to Iceland and using its trucks to help CJ Lang supply more than 300 Scottish Spar stores.
Brakes has also begun delivering food parcels to people identified as the most vulnerable by the government in partnership with Bidfood.