JJ Foodservice launches new mission, vision and values

JJ Foodservice has launched its new mission statement –  ‘to make it easy for everyone to enjoy chef-quality ingredients’ – marking a shift in its business strategy to better serve a broader spectrum of food sectors.

Mushtaque Ahmed, managing director of JJ Foodservice, explained: “From catering mainly to fast-food outlets 35 years ago, today we serve every type of food sector, from restaurants and pubs to hotels and schools. Our Advance Order platform has been instrumental in enabling every branch to expand its range of quality products.” In the past year, JJ achieved more than £2 million in sales through its Advance Order platform.

Meanwhile the wholesaler’s new vision is to ‘be the first choice in sustainable foodservice and make a positive impact on people, communities, and the environment.’

JJ has also announced new company values, which reflect the guiding principles of its culture and decision-making. Its values are:


“Our new JJ Family values serve as the cornerstone for how we communicate and interact with customers, suppliers and each other,” said Ahmed.

Looking ahead, the company has disclosed plans to expand its product range significantly over the next 24 months, to further enhance choice and service to a wider range of food sectors.

Published Date: March 26, 2024
Category: Wholesale Industry News