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A brand new delivery service devised by regional food group, HEART of ENGLAND fine foods, in partnership with leading wholesaler Blakemore Food Service, is being showcased at the food group’s major trade event FIND (Food, Information, Networking, Drink) today, Thursday 17th May 2007, at The Renewal Conference Centre, Solihull.

The new service is set to alleviate typical distribution headaches and spiraling costs of delivery experienced by many smaller producers in the West Midlands Region whilst satisfying the ‘one drop, one invoice’ system increasingly requested by many retailers and food service establishments.

The extraordinary venture will heighten awareness and increase availability of food and drink products from the Heart of England region, generating orders for many of the food group’s members who have registered to use the service. The partnership is to be underpinned by Blakemore’s proven and professional logistics infrastructure and will benefit from specially adapted software systems to receive and process the orders and coordinate supplier drops, before multi-temperature vehicles dispatch the goods to customers across the UK.

HEFF Chief Executive Karen Davies has been developing the concept with Managing Director Peter Blakemore since autumn 2006 and describes it as ‘a defining moment for regional food and drink’. She says, ‘We are all very excited about the launch of this delivery solution and the potential it holds for producers in the West Midlands Region.’

The new service also takes into account carbon footprint sensitivities. It will make use of HEFFroads, the regional food group’s custom built on-line Route Organiser and Distribution Sharing programme that launched last year to co-ordinate deliveries to one central point, thereby reducing the number of journeys required into the depot before one vehicle takes the consolidated order to the end customer.

Peter Blakemore commented: “This is a new business initiative for us and one we are wholly enthusiastic about. We regard this as the right way forward in responding to current and predicted trends.”

Entry to FIND is free for food and drink buyers. For full details of the programme and to register please visit and click on the FIND logo or telephone 01746 785185.


For further information please contact Seetle Chahal or Claire Brown at Seal Communications on 01743 234 224,

Notes to Editors:

HEART of ENGLAND fine foods was formed in 1998 to promote and raise awareness of food and drink from within the West Midlands Region and, through an extensive programme, helps food and drink businesses to develop, expand and create profitable and sustainable markets for their products. HEFF are proud to be the managing body for the West Midlands Food Partnership.

Further information on HEFF can be found at

This press release was distributed by ResponseSource Press Release Wire on behalf of Morris & Company in the following categories: Food & Drink, Manufacturing, Engineering & Energy, Transport & Logistics, for more information visit