Foodservice buying consortium faces brand overhaul

Caterforce apointment

Caterforce, one of the country’s largest foodservice buying and marketing consortiums, has appointed a specialist agency to lead an overhaul of its brand.

One Marketing Communications, which is based in Manchester, will manage the redevelopment of the group’s brand, which will include a major redesign of the Caterforce biannual brochures. It is promising to create a “dynamic and fresh look” that will break the mould in the market.

Established in 1991, Caterforce sources product from a huge range of leading suppliers and manufacturers to support its eight leading independent foodservice wholesalers.

Caterforce boasts a combined turnover in excess of £350m, providing it with strong national buying power. It mainly offers products from the frozen, chilled and grocery categories but some members do offer catering supplies and crockery.

Charlotte Thompson, marketing manager for Caterforce, said: “We knew from the initial proposal that One had really grasped the direction we wanted to take.  As well as the brochures, One was also heavily involved in the creative development of our promotional literature and photography; and this new identity has had an immediate impact.”

To further support the brand positioning, One will develop a brand new website and strengthen its online presence. The new site is due to launch in March.

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