Member Article

Marketing strategist joins Fairway to develop buying group’s digital plans

Fairway Foodservice has bolstered its marketing department as it seeks to enhance its digital presence as well as help its members develop their online activity.

Toby Jordan joins Fairway as a marketing strategist with 17 years’ experience in the creative sector.

He will introduce a digital approach to Fairway’s stakeholder and promotional activity to help further grow the organisation, which increased its collective turnover to more than £700m in 2018. He is also tasked with creating and implementing a new brand and strategy for the 20-member buying group.

And Fairway members, who receive PR and marketing support as part of their membership, will have the opportunity to work with Toby to make sure they are promoting their products and brand efficiently and effectively.

Another particular area of focus for Toby, who also has extensive international marketing experience, will be developing and improving the promotion of Fairway’s own-brand range.

He said: “I’m pleased to have joined the team and can’t wait to help the group and its members to continue to grow and be successful.

“I aim for Fairway to become a leader in the way it communicates in the digital age, as well as help all our members understand the benefits of online activity including e-commerce.

“Fairway has a fantastic story to tell and by integrating digital into the existing activity, it will be able to stay ahead of the game and build better and deeper relationships with new and existing clients in a highly competitive industry.”

Chris Binge, Fairway Foodservice chief executive, said: “Toby brings some highly valuable knowledge to the team, particularly in digital data collection, management, and interpretation, and creation of strategy.

“No one can deny the impact digital has had, and will continue to have, on foodservice businesses. We are a small team and Toby plugs a knowledge gap we had.

“He also has traditional marketing experience, working internationally for both large and small clients, and the process he adopts to deliver results is very impressive.

“In addition, he has run his own company and has an understanding of fundamental issues affecting businesses like cash flow, return on investment, and cost control.”

Fairway Foodservice is a buying and marketing organisation, which operates on behalf of wholesalers based in the UK, Ireland and Spain. Founded in 1984 by five frozen food wholesale distribution companies, it has grown from a collective turnover of £7m in 1984 to £715m in 2018.

Alongside access to Fairway Foodservice’s extensive range of products, members benefit from collective buying power on core lines, and significant marketing support.

This was posted in Bdaily's Members' News section by Sam Harris .