Eden Farm working with Parfetts, Dee Bee and Filshill on chilled marketplace launch

Eden Farm Hulleys has begun working with Dee Bee Wholesale, Parfetts and Filshill to make more than 2,500 additional lines of chilled and frozen available to retailers.

The firms have been working together on integrating their ordering platforms, with a soft launch being conducted through Dee Bee and Parfetts.

It means that, when a customer orders through Filshill, Parfetts or Dee Bee, they will be given an option to buy chilled or frozen directly from Eden Farm. The retailer will then be taken to Eden Farm’s ordering platform where the purchase will be sent to stores on a separate delivery.

Commenting on the service, Eden Farm sales director Ben Lawrence said: “We’ve all been looking at how we can support retailers on how they order. Parfetts and Dee Bee Wholesale only offer ambient, and don’t have their own chilled or frozen deliveries. We’re essentially creating a frozen and chilled marketplace.

“This is the start of further integration to facilitate what customers want. Customer trends are changing and they want a mix of email, online and phone ordering. This is reacting to customer needs.

“There are about 2,500 lines available and we’ve seen similar services from other companies. It helps saves time and gives retailers one point of call.

“It has taken a while to set up, but we’ve soft launched it now and it’s about how we can take it further.”

Eden Farm’s regular minimum spend and order requirements still apply when making purchases through the chilled and frozen marketplace. The development is the latest in a raft of investments to improve ordering from the firm. Eden Farm has recently introduced a barcode scanner service for products, while making its website easier to navigate for retailers.

Recent accounts filed by Dee Bee Wholesale on Companies House for the year ending 1 July announced investments into improving customer ordering are part of its growth strategy. The wholesaler said: “Key to our future strategy is to continue to provide and maintain a high level of customer service and improving our customer loyalty.

“Understanding the pressures on the independent retailer, we aim to provide improved service, support and value. We continue to look for new market opportunities that will generate sustainable growth.

“Investing in new technologies and delivery channels will assist our customers in retaining their competitiveness. As technology is constantly evolving, the company is focusing on improving our digital platforms and enhancing our online operations for retailers.