Harlech Foodservice extends price campaign to 390 lines

Harlech Foodservice has extended its ‘Trust Our Prices’ campaign, slashing prices and undercutting its competitors by up to 38%.

Managing director David Cattrall at Harlech’s annual Food Expo at Venue Cymru, Llandudno.

Harlech Foodservice announced the aggressive drive at its two-day Food Expo for trade customers at Venue Cymru in Llandudno where record sales topped £1 million.

One hundred lines have been added to Harlech’s price comparison package as part of its ‘Trust Our Prices’ initiative, with 390 top-selling lines benchmarked against competitors’ prices.

Harlech managing director David Cattrall said: “We are disrupting the established way foodservice companies operate. We believe our approach is refreshingly different to most companies and helps chefs plan menus with confidence.

“We will be offering a core range of foodservice products at honest list prices, rather than the common practice of fake, artificially inflated list prices that require ‘negotiation’.

“We’ve done the price comparisons so our customers don’t have to and we’re nearly 40% cheaper than the biggest foodservice company in the UK and 15% cheaper than our biggest rival in Wales.

“Our Trust Our Prices pledge covers 390 popular items, with the prices being locked down for more than three months – and we are promising no sneaky price rises without warning.”

Customers can order up to 10pm and Harlech will deliver the order the following day, six days a week.

Examples of the products featured in the campaign are 2.6kg tins of Country Range Baked Beans for £4.49, 20 litres of Vegetable Oil for £27.99, 2kg bags of sugar for £3.29, 2kg of prawns for £18.79, and four litres of vanilla ice-cream for £4.99, with those prices guaranteed at least until September.

Cattrall commented: “The Trust Our Prices campaign is already proving hugely popular with our customers and we have had some brilliant feedback at the Food Expo and it’s clear they really appreciate what we are doing to help them.”