A very British supply chain partnership

When a Cornish potato grower visited a London wholesaler with their Lincolnshire marketing partner last week, we tagged along to find out what makes this very British supply chain relationship work so well.

Over the last couple of years, anyone who has spent any time in a British wholesale market, restaurant kitchens or independent retailers will almost certainly have spotted big blue bags of potatoes emblazoned with the smiling face of legendary chef Pierre Koffmann. What they perhaps wouldn’t realise though is that The Food Heroes (TFH), the Lincolnshire firm that markets both the Koffmann’s and Marco Pierre White fresh, processed and frozen potato brands, is also behind a growing stable of other British potato vegetables brands. 


One of TFH’s key grower partnerships is with the exclusive grower of salad potato ‘Jazzy’ in the UK, The Little Spud Company, and during British Food Fortnight, TFH’s Farming Director Shaun Langley was at New Covent Garden Market in London with Jason Tanner, MD of The Menu Partners, and Jazzy growers father and son Phil and Harry Rogers, who run Pengelly Farms, in Helston, Cornwall.   


Pengelly Farms Ltd is first to market with British grown salad potatoes, in early to mid-May each year. Since 2008, it has exclusively grown and marketed the Jazzy variety in the UK, predominantly in supermarkets, but for the last two years, the brand has been sold into the wholesale, catering and hospitality sectors around the country through its partnership with TFH. 


The Menu Partners is also a close customer of TFH. The group includes Premier Foods Wholesale, which is one of The Food Heroes regional partners and is based at New Covent Garden Market. From that base in Nine Elms, on the south bank of the River Thames, it sells large volumes of the TFH brands of fresh and processed potatoes into its UK and international customer network and also exclusively distributes TFH frozen brands nationwide. 


The Rogers family relationship with The Food Heroes is more friends reunited than a brand-new venture, as Phil had known Shaun and his fellow Directors Simon Martin and Claire Koffmann for years before they got reacquainted. “We first worked together around 30 years ago – we hadn’t lost touch, but when they came down to see me two years ago, we rekindled that relationship and decided the time was right to develop something new together,” says Phil.


“We trialled Jazzy when it was just a numbered variety almost 20 years ago and realised the potential it had. Its yields and hit rates are excellent – there are very few fails. And in terms of quality, it’s fantastic. We took the clamshell approach because we knew that if we let it be grown more widely, it would be detrimental to the brand. So, we applied for exclusivity. 


Jazzy has quickly become an established year-round string to the TFH bow. Shaun says: “We have promoted the Jazzy brand through wholesale and put some proper structure behind that, which gives renewed identity to the variety. We’ve got another early variety in the pipeline for next season.”   

Route to market


The venture has opened Phil’s eyes to a market he had largely ignored: “We’d found it difficult to find the right wholesale market partner, so we focused on retail,” he says, “but the wholesale and foodservice side of things have got very interesting and dynamic again – there’s so much potential. When you see the infrastructure that Jason has built in New Covent Garden Market and what he’s doing at that end of the chain, it just has to fill us with confidence.” 


Phil’s father Simon began farming at Pengelly Barton in 1967, three years before Phil was born. A third generation of Rogers, Phil’s son Harry, is now in the business too. “With Harry coming in, we needed an injection of excitement and we’re all really looking forward to seeing where this will lead to. This relationship is giving smaller retailers and the whole catering industry access to top-quality product they wouldn’t have had before.” 


The partnership between TFH and The Menu Partners and its wholesale arm Premier Foods Wholesale has also been mutually beneficial. “We’ve been working with Koffmann’s fresh and frozen products for three years now,” says Jason. “The frozen product has been distributed into the catering industry predominantly, while the fresh product has been sold to catering and also secondary wholesalers across the country. 


“The TFH brands have become a big part of our business in a relatively short space of time,” he adds. “Initially, the Frozen and Fresh ranges predominantly included potatoes, carrots and parsnips, but new lines are being added on a regular basis - frozen Yorkshire peas and fresh English asparagus, for instance. 


“It’s the service, the quality and the range that sets them apart for our customers and demand has grown quickly across the country. The fresh brands are very popular and the frozen brands have also been doing very well. Price does play its part, but I think the demand for frozen has being driven by the outstanding quality and consistency of the product we have to offer. 

Stamp of approval


Shaun says the Koffmann stamp of approval has been crucial in building momentum behind the brands. “Because our brands are all built on quality and we’ve proved the consistency, they command a slightly higher price, which gives us the capacity to support our growers. Having Pierre with us has been huge – it’s one thing that we say the product is fantastic quality, but to have the endorsement of one of the country’s top chefs is a massive plus-point.” 


Pierre adds his Michelin Starred chef’s eye and a vastly experienced understanding of culinary quality to proceedings. He’s heavily involved in the day-to-day operation, visiting growers, packhouses, customers, festivals etc… to constantly quality-check the product and get to know the supply chain and the people in it. “I look at it like a blue tick on Twitter (now X),” says Shaun. “If Pierre says it’s the best and he’d be happy with it, then that’s enough for me.” 


TFH is a very hands-on, personal affair, which makes a real difference to Phil “That’s really, really important,” he says. “To have people like Pierre come down to see us in Cornwall is so rare. It feels like we’ve been welcomed into the family and it’s great that the people at the top are so involved with us. There’s a real energy and it feels like we’re all in this together, from the guy who plants the seeds, to the person who delivers the final product.” 


That final person often hails from New Covent Garden Market, the country’s largest wholesale market, which is located in Nine Elms just south of the River Thames. The huge site is currently being redeveloped and The Menu Partners recently moved into extensive brand-new premises. A large part of the facilities is fully refrigerated and the firm has invested in state-of-the-art equipment both in its storage and handling depot and the offices above, which feature a magnificent development kitchen.


The Menu Partners also has sites in Brighton, Bicester, and Middleton, near Liverpool, but is firmly committed to its base. “The market is vital to what we do,” says Jason. “The reason we have invested so heavily in New Covent Garden Market is that this is the best place by far from which to serve London.”

Mutual gains


TFH’s market penetration has been swift and extensive and as the product range increases, so does the ambition, Shaun says. “In lots of kitchens, we can say we have 25% of the plate now and obviously we’re never going to be 100%. However, there’s no reason why we can’t aim to be 50% or more.


“The ethos has always been based on quality and consistency,” he adds. “No-one in this country is finding it easy at the moment and as part of the supply chain, we felt we had to find a way to make chefs’ lives easier and more predictable. Having product you can trust every time can make a big difference to your overheads.


“We never ask what’s in it for TFH. Last year was extremely tough for everyone in the British potato industry, for instance, and some people turned their backs on growers. We know loyalty matters and that this has to work for everyone. To be successful, we need a quality British grower base that shares our values and ambition and comes on the journey with us. Financially, it’s not about us and them; if we don’t both win then the whole thing fails.”

Share:


You may also be interested in...

By Lee O’Mahoney August 28, 2025
Here at Fresh Direct, the UK’s leading wholesale fresh produce supplier, we fully understand our responsibility to set a precedent for others to follow when it comes to sustainability. Our vision is very clear – we will continue to lead the industry by championing UK farmers, embracing regenerative practices, and driving meaningful change across the sector – and we have a number of initiatives under way to deliver this vision. Irrespective of sector, the public care more than ever about where their food comes from and the standards in place to demonstrate sustainable sourcing. And as part of our efforts to meet customer needs, we recently announced a commitment to ensure all contracted UK fresh produce growers are LEAF Marque certified by the end of 2025. This move strengthens our environmental standards, with a focus on supporting growers to implement more sustainable farming practices. These include energy efficiency and carbon reduction, responsible soil and water management, minimising waste, and enhancing local biodiversity. Our Managing Director Andy Pembroke, said: “As a business, we are not only committed to reducing our impact on the environment, but also to ensuring we make a positive contribution to a more sustainable future for farming. And we want to work with growers who share that vision. Making this pledge for all our contracted UK fresh produce to be LEAF Marque certified represents a real step forward for our sector and we are grateful for the support of our growers who have really stepped up to the challenge. It’s also fantastic news for our customers who can see our demonstrable commitment to a sustainable future.” As we work towards full LEAF certification by the end of 2025, the initiative aligns with broader efforts to accelerate the transition to more resilient, transparent, and environmentally conscious food systems. Clare Mike, Director of Technical & Business Development at LEAF (Linking Environment and Farming), added: “Fresh Direct’s pledge is a significant milestone in the journey towards more sustainable and resilient farming systems. This commitment not only supports the adoption of Integrated Farm Management practices but also demonstrates a proactive approach to climate change, biodiversity, and soil and water health. We’re proud to collaborate with forward-thinking partners like Fresh Direct, whose leadership sets a powerful example for the entire foodservice sector.” She added: “This exemplifies the kind of collaborative action needed across the agri-food sector to drive meaningful change. By aligning its supply chain with LEAF Marque standards, Fresh Direct is not only enhancing the sustainability of their operations but also setting a precedent for others to follow. It is through such leadership and commitment that we can build a more resilient food system for the future.” It's a cliché – but as an organisation it’s true that we are on a journey to deliver a better future. I have confidence my expert colleagues and the network of committed British growers we work with will take us to a destination we can all be proud of. Contributor Bio Lee O’Mahoney is Brand Marketing Manager at Fresh Direct . Along with the rest of the Marketing team his focus is on championing the brand, communicating the market leading initiatives the organisation delivers, and putting a voice behind dedicated partner growers and their glorious produce.
By Alexia Robinson August 16, 2025
As proud partners of Love British Food, Bon Culina and Glebe Farm Foods recently came together for a visit that celebrated collaboration across the food supply chain. The Bon Culina team, led by Head of Service Development Andy Jones, was welcomed to Glebe Farm Foods’ state-of-the-art facilities in Cambridgeshire by Philip Rayner, Managing Director and Founder for a tour and first-hand insight into their unique gluten-free oat production. The visit highlighted a shared mission – to ensure that British produce is celebrated, understood, and chosen across public sector catering procurement, from hospitals and care homes to schools and universities. A meeting of shared values Both Bon Culina and Glebe Farm Foods are committed to high-quality British ingredients, shorter supply chains, and sustainability. For Bon Culina, this means sourcing as locally as possible, building strong relationships with producers, and maintaining rigorous standards for nutrition and taste across the 151 hospitals they supply. For Glebe Farm Foods, it means managing Britain’s only farm-to-table gluten-free oat supply chain – from sowing and harvesting through to processing and packaging – right here in the UK. Andy Jones, past chair of HCA and PSCA and who sits on government think tanks, praised the visit as “enlightening” and commended the cleanliness and efficiency of Glebe Farm Foods’ processing operation. He noted how seeing the journey from field to finished product reinforces the value of connecting caterers directly with producers. Strengthening the public sector’s British food offering The collaboration is more than just a meeting of minds – it’s a practical step towards increasing the availability and visibility of British-grown ingredients in public sector menus. By building understanding between suppliers and caterers, both organisations can help overcome barriers, identify new recipe opportunities, and promote provenance to consumers. As part of the day’s discussions, Andy encouraged Glebe Farm Foods to explore opportunities with public sector catering bodies such as the Hospital Caterers Association, LACA, TUCO, and the National Association of Care Catering. These forums provide a direct route to decision-makers and can help amplify the role of British food in the sector. A legacy of championing British Andy’s involvement in Love British Food spans over two decades, alongside his leadership in campaigns such as Nutrition and Hydration Week. He believes initiatives like the Glebe Farm Foods visit are vital in turning seasonal campaigns into long-term change. “Partnerships like this are how we make a real difference,” Andy said. “From farm to fork, everyone has a role to play in ensuring the food we serve is not only nutritious and delicious, but also supports our farmers, reduces food miles, and strengthens our national food security.” Of the visit, Philip said: “Meetings such as the one with Bon Culina help develop relationships and recipes with Glebe Farm Foods . It’s a great way to ensure we can both work to get more British food and drink into hospitals and schools.” A view to the future The visit has already sparked ideas for how Glebe Farm Foods’ products might be incorporated into Bon Culina’s recipes, helping to broaden their British offering while keeping quality and sustainability at the forefront. Both teams left the day energised by the potential for collaboration – proving that when producers and caterers work hand in hand, British food can truly take centre stage in the public sector. Visit BonCulina Foodservice and Home - Glebe Farm for more information. Love British Food partners can arrange a similar visit by emailing: office@glebefarmfoods.co.uk
By Alexia Robinson August 14, 2025
Jayne Jones is incredible. She used to be Chair of ASSIST FM that represents 32 Scottish Local Authorities. She is currently Assistant Director for NHS Greater Glasgow and Clyde. She has, therefore, experience of both school and hospital catering. She has participated in a number of Scottish Government steering groups including those developing Local Food Strategies, ending the need for food banks in Scotland and in developing proposals for the next Scottish Organic Food Action Plan. 
By Lucy Williamson August 8, 2025
I’m lucky to have 30 years across the ‘One Health’ spectrum from soil & livestock as a farm Vet previously, to food systems & health, in my current role as a Public Health Nutritionist! It was so inspiring in July to join other health practitioners, farmers, policy-makers and food providers and speak at Groundswell, our UK regenerative farming festival.
By Alexia Robinson August 4, 2025
Launched in May, Love British Food’s podcast Get Seasonal is continuing to voice the importance of generating greater demand for UK produce with the release of its second summer edition. Made by chefs for chefs, the podcast aims to highlight the importance of supporting British produce within the food service and hospitality industries and promotes sustainable, British-sourced produce. This episode, hosted by Ian Nottage, head of food development at Fresh Direct, and Graeme Collie, executive chef at King’s College London, features two new guests and one returning. They discuss more about the importance of seasonality in our British menus and how we can maximise the ingredients we have on our doorsteps. The first guest is Jon Hammond, a fourth-generation farmer from Hammonds farm in Nottinghamshire, highlighting challenges faced by British farmers. He discusses climate concerns, and the balance needed between soil health and sustainability with larger scale operations to meet consumer demands. Lecturer and game expert, Jose Souto, from Westminster Kingsway College, talks about the myths surrounding wild meats. He explains that each variety has different sustainable and ethical implications, as well as requiring distinct handling and preparation methods when it comes to maintaining flavour and quality. Colin Wheeler James, founder of the Ground Up Cookery School, returns by popular demand to share his insights into creative uses of foraged ingredients. His segment focuses on pairing them with game, and highlights the sustainability benefits of using local, seasonal, and wild ingredients. The key takeaway is clear - we should celebrate the best of British produce when it is fresh and in-season. For anyone looking to expand their culinary horizons, the Love British Food Get Seasonal podcast is available now on all major platforms, including Spotify, iTunes, or listen on the Love British Food website.
By Alexia Robinson July 29, 2025
Courteenhall Estate, a model of regenerative farming nestled in the rolling countryside of South Northamptonshire, provided a stunning backdrop for Love British Food’s tenth on-farm training day. The Estate’s rich heritage is married to a compelling story of innovation, stewardship and sustainability which perfectly aligned with the purpose of the visit – to connect changemakers across the public sector with the people and places behind the food they serve. The training day brought together over 20 professionals working across schools, hospitals, universities, care homes, local authorities and the supply chain. All united by the shared goal of putting more British produce on the menu in public sector settings. From the outset, the day cultivated open conversation, collaborative thinking, and a renewed sense of purpose for everyone present. A thriving example of sustainable British farming Hosted by Dr Johnny Wake, British Farming Awards’ Sustainable Farmer of the Year 2024, the event offered attendees a first-hand view of nature-friendly farming in action. Johnny, returned to run the 350-year-old family estate after a career in medicine. Bring his expert insight on health and applying it to how food is produced in the healthiest way while benefiting the environment. Over more than a decade, he has transformed Courteenhall into a shining example of regenerative agriculture. Under his guidance, the Estate has diversified from traditional arable to a mixed farm that has introduced combinable crops such as cereals, oilseeds and pulses as part of the rotation to build soil health. Livestock have been reintroduced including the heritage breed of Hereford cattle. This hardy herd are Reared to Pasture for Life standards by grazing the ancient parkland throughout the year. This benefits biodiversity, sequesters carbon, supports human health and animal welfare. The landscape itself told a story – lush wildflower strips including rare orchids, cover crops, and vibrant hedgerows served to evidence of the farm’s commitment to biodiversity, carbon capture, and soil health. Visitors saw sustainability in action; as an operational ethos rooted in both legacy and future-thinking. Connecting sectors, sharing solutions Love British Food’s changemaker events are never passive learning days – they are spaces for people working in public sector catering to forge connections, share challenges, and co-create solutions. Over a lunch of seasonal British produce, delegates engaged in practical discussions around procurement barriers, seasonal menu planning, and leveraging local supply chains. Examples shared on the day illustrated what success looks like in action: Nottingham County Council’s County Enterprise Foods radically restructured its supply chain to source 100% fresh local produce Milton Keynes University Hospital reported cost savings through working with a local butcher An NHS Trust restructured its tendering process to accommodate a regional dairy supplier NHS caterer reported move from per-patient budgets to fortnightly budgets to deliver savings Schools using regional wholesalers for fresh vegetables and meat Local dairy farm supplied ice cream to hospital, improving nutritional value North Shropshire hospital sourcing beef from a local farm and putting it on their menu once a month These stories demonstrated how policy shifts, procurement language, and courageous leadership can unlock opportunities for British producers. As one attendee put it, “Today has shown how much positive impact you can have through small but meaningful changes. Shouting about what you’re already doing, telling the story – it becomes part of your customer experience.” The power of networks With Courteenhall marking the tenth farm visit, Love British Food’s training programme has now created a nationwide network of over 200 changemakers. These are individuals return to their institutions empowered and equipped to push for incremental but impactful shifts in sourcing policy. Founder Alexia Robinson described the importance of this network: “Each of our changemakers leaves with a deeper understanding of how the food we eat is produced, and why that matters for sustainability, nutrition, and local economies. Their collective impact is immense – British food becomes not just a procurement choice, but a values-led statement.” This growing network is already delivering on that promise, advocating for systemic change in the way public institutions think about food. Attendees discussed how procurement frameworks can be rewritten to prioritise sustainability, how stories from farms can help meet Ofsted and CQC objectives, and how even minor shifts in menus can support the broader goal of a healthy, sustainable food system. From vision to action The event closed with a strong sense of optimism and forward motion. As delegates prepared to return to their respective organisations, the mood was one of resolve. The visit had reaffirmed the link between food, land, health, and sustainability. Most importantly, it had sparked ideas for how to turn knowledge into action. Love British Food’s farm training visits are not just about showcasing British farming, they are about cultivating a movement. They remind us that changing our food system is not about one big leap, but about many people making small, meaningful steps, together. As one changemaker concluded: “Whether it’s choosing a local butcher, sourcing seasonal veg, or championing British produce in a school lunch, it all adds up. That’s the power of this programme. It gives us the knowledge and the network to make it happen.” As out host farmer, Johnny spoke of the impact the day and how it changed his perception: “I now have a much better understanding of the multiple challenges in public sector catering. While sweeping reform won’t happen overnight, small, strategic changes will deliver long-term improvements to public health and our environment.” Quotes from the day: "Change needs to be accessible and actionable. Today has shown how much positive impact you can have through small but meaningful changes." “We urgently need to dispel the myth that fresh, British produce is more expensive – when considered in a wider social and economic context.” “We need to make food a priority in the NHS. Too often the focus in hospital is on cure rather than prevention.” “The programme provides a vital opportunity to see the work that British farmers put into producing food” “We need to make food a priority in the NHS. Too often the focus in hospital is on cure rather than prevention.” “Shout about what you are already doing, tell the stories so it becomes part of your organisation and your customer experience” “I am hugely grateful to Johnny for hosting and sharing how regenerative farming contributes to British food production.” “Johnny was such an outstanding host, with a wealth of knowledge to share and a keen interest in the intricacies of public sector procurement.” Caterers, Dieticians, Procurement Leads and Board Members are all invited to attend our farm visits. Each visit runs from approx. 11am – 3pm and involves a farm tour followed by working lunch and discussion on opportunities and challenges. Anyone interested in attending a future farm visit and joining our cohort of changemakers should contact: info@lovebritishfood.co.uk
By Alexia Robinson June 13, 2025
Love British Food has hosted its tenth on-farm training event for public sector food professionals at Courteenhall Estate, expanding the number of change makers to 214 people, all inspired to champion British produce.
By Philip Rayner, Managing Director, Glebe Farm Foods May 20, 2025
By Philip Rayner, Managing Director, Glebe Farm Foods Sustainability is more than a principle for us - it’s the foundation of how we grow, produce, and package every product in our PureOaty range at Glebe Farm. From our oat fields in Cambridgeshire to our energy-efficient production line just metres away, every step of the journey is designed to reduce emissions, support biodiversity, and strengthen the British farming community. Homegrown in Cambridgeshire All of our oats are sown, grown, and milled in Cambridgeshire. Spanning 100,000 acres, our family farm works with a trusted network of local farmers within a 70-mile radius. This hyper-local supply chain keeps food miles low and helps reduce transport-related emissions while also ensuring traceability and quality from farm to table. By supporting local farmers, we’re investing in our local economy and creating a resilient, British-first supply model, something we believe is critical in this ever-evolving food landscape.
Show More

  • Slide title

    Write your caption here
    Button
  • Slide title

    Write your caption here
    Button
  • Slide title

    Write your caption here
    Button
  • Slide title

    Write your caption here
    Button
  • Slide title

    Write your caption here
    Button
  • Slide title

    Write your caption here
    Button
  • Slide title

    Write your caption here
    Button
  • Slide title

    Write your caption here
    Button