CHINA visits Fresh Direct

Chinese delegations from Shangdong and Henan Provinces were in the UK with FPC on 6 and 7 September. The 30 strong delegation, organised in conjunction with Guo Zhong from the Chinese Embassy and led by Mr Wang Showen, Director General of the Department of Foreign Trade, was on a fact finding mission to understand in greater depth the opportunities to increase fresh produce exports to the UK and imports to China. Ms Yu Lu, Vice President of the Chinese Chamber of Commerce of Import & Export of Foodstuffs and her team (picture right) were also here as an FPC member and sponsor of the 2012 FPC Annual Dinner.

Nigel Harris,CEO of Fresh Direct (picture above), Steve High, Karen Homer and the team played excellent hosts in the historic 14th century Tythe Barn opposite their Bicester site which provided a great setting for introductions and a great presentation from Nigel on his award winning family business. Fresh Direct UK Ltd is one of the leading, independent, most dynamic fresh and prepared food suppliers to the food service industry in the UK. Vision and innovation over the last 3 decades have resulted in an extensive customer base which includes major hotel chains, gourmet, key pub groups, leisure, travel, independents, defence, contract caterers and famous high street names, the portfolio is impressive.

With 5 UK locations and substantial IT investment using Prophet software, Fresh Direct is constantly diversifying and whilst promoting British seasonal produce it expertly maintains a balance, increasing its Asian product range and multi sourced premium imports. Recent investment and innovation include 'The Pub' which is undergoing major renovation with state of the art development kitchens - it will operate as a working pub with 70 covers, providing an excellent vehicle to test and showcase new dishes - a really novel idea to understand the needs of food service customers' chefs requirements.

A guided tour of the Bicester operation gave our Chinese delegates a greater insight into the food service sector and precipitated a lively Q&A session as there was a keenness to understand and explore potential areas for trade. Government officials from the Shangdong and Henan Provinces will report back on opportunities and the FPC is looking to take a delegation of UK members for a return match to meet Chinese producers in November. Mr Wang Showen presented Nigel with a gift from China (pictured right) and the friendship was sealed.

A key FCP initiative and popular with its extensive membership base - Angie Stuart, Business Liaison Manager, expects to increase the service moving forward. With a growing embassy portfolio, the FPC provides a crucial link in orchestrating introductions and providing opportunities for trade across the industry.

FPC members Fresh Direct and the Chinese Chamber of Commerce are a great example of how this consortium role works to everyone's advantage when we bring people together who have a common interest.