Selfridges In-Store Promotions Boost Trade

The retailer has plans to permanently list the most successful products in the Birmingham Bull Ring and Manchester’s Trafford Centre branches, in conjunction with regional food group Heart of England Fine Foods (HEFF).

Shoppers were able to sample cheese, preserves, cakes, confectionery, cereals, pies and crisps from Thursday to Sunday every week throughout April.

Andrew Cavanna, fresh food buyer for Selfridges, said, “The Meet the Buyer event was a great success, we got to see some great producers with some fantastic products.  The HEFF team offered a highly professional and productive service and we are looking forward to working with them further on this project and forming a close working relationship.”

Jon May supply chain development manager HEFF, added, “We can offer a unique, tailor made service to any size of buyer from independent farm shops right through to multiples and nationwide food halls such as Selfridges.

“We work with a wide range of artisan producers on a daily basis so we can help buyers to pinpoint exactly the sort of products they want and need to enhance their in store offering.  We are very excited to be working with Selfridges on behalf our producer members.”