Foodservice communications agency Pelican, has been awarded a contract by Fairway Foodservice PLC, the £494m turnover group of 20 independent wholesalers, to handle its external communications within the UK.

Pelican will oversee all foodservice trade media relations and advise on online strategy for the Fairway Foodservice group. Activity will be designed to raise brand awareness, increase product sell-through and highlight the exceptional customer service level that Fairway Foodservice offers to the nation’s chef and caterer market.

Chris Binge, chief executive of Fairway Foodservice said: “Pelican has solid foodservice credentials; we believe some of the best in the country. We appointed them because of their in-depth understanding of the complexities of the market, their foodservice industry and media contacts, and the drive and passion they demonstrated for our business. We look forward to working closely in partnership, to drive sales by appealing to market end-users.”

Harriet Rodgers, associate director at Pelican, who will be leading the account said: “It is an exceptional organisation, which delivers outstanding products and services to chefs and caterers across the country. We aim to support them by publicising their brand credentials and their wide range of high quality products to the market – to help drive increased sales.”

Fairway Foodservice is a network of independent food distributors servicing the catering industry throughout the U.K. and Eire, with a presence on the Spanish Costas and Balearic Islands through Europfoods. The group comprises 20 companies which operate from 25 depots with a collective sales force of over 200 people and 200 refrigerated vehicles. With an extensive product range of branded & own label products, the group has a collective turnover of £494m.