Simon Martin - The Food Heroes

"We are not looking to be the biggest brand supplier, but we want to be the best”

The Food Heroes has been in place for around three years and likes to do things a bit differently.

“At the Food Heroes we are not looking to be the biggest brand supplier, but we want to be the best,” explains Simon Martin, founder of the company. “We are a real family affair and come from a farming & wholesale background.”

“The Food Heroes sells by usage not by variety. There are hundreds of varieties out there and your average consumer doesn’t know which variety is suitable for which cooking method. Different potatoes have different properties making some good for chipping, some good for mashing and some good for roasting.”

The Food Heroes business is a specialist procurement & marketing business. The team includes the Master Chef Pierre Koffmann.

“Our brands include Koffmanns, with others to follow. We have developed a premium brand under Pierre’s direction for offering superior taste and suitability for products including prepared, fresh and frozen potatoes and vegetables.”

The Food Heroes currently supply the key UK foodservice, wholesalers, caterers and retailers with the Koffmann range.

“Just two years since conception, the Koffmann fresh potato range is the UK chefs No.1 go to brand for potatoes and we have started packing for the UK’s leading retailers with an ideal home delivery bag.”

“The Food Heroes decided in November to bring everything inhouse, working with our dedicated growers group to develop varieties, select best regional soil variations, maintain strict conditioning and storage regimes. Our state of the art packing and handling facilities enable us to offer the best tasting and most suitable for purpose products available on any given day all season round.”

“Due to the closure of the hospitality industry, we are not doing the volumes we were doing this time last year, and like many others in the sector have had to reassess and adjust to the current situation. We are still supplying our wholesale and food service customers who have diversified into veg boxes and home delivery as well as supporting them to supply local grocers, the care sector and schools.“

Earlier this year the Koffmann brand extended its range and moved into the frozen market with three new products – Les Pommes Frites, Les Grandes Frites XXL and Sweet Potato Frites.

Although the UK foodservice and wholesale market is at its core, The Food Heroes have not ruled out a move into retail for the Koffmann range. Understanding and reacting to the market place and its opportunities is key and is what drives the brand forward.

For more information:
Simon Martin
The Food Heroes
Tel: +44 7444 8166 80    


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