Brakes partners with IFE09

Brakes has announced a partnership with IFE09 to identify new and innovative supply chains through its Meet the Buyer events.

The joint initiative will see senior buyers from Brakes hold 'Dragon's Den' style events to discover the most innovative, high-quality and cost effective suppliers from the UK and internationally.

Heidi Easby, group food development and innovation director, at Brakes said: "In this economic downturn it is more important than ever to support innovation and identify further products that deliver integrity, peace of mind and provenance and offer a real point of difference to our customers.

"We are hoping to capitalise on the show's reputation as a platform for innovation to discover new and exciting companies to work with that will help us continue to offer high quality, added value solutions that give chefs the edge in driving footfall and profits."

Paul MacDonald from FreshRM, organisers of IFE09, continued: "In the current climate, companies may question the value of spending time at shows so we have had to work hard to deliver such a solid programme of events for exhibitors and visitors. As a result, they will be forced to question not whether they can afford to go to the show, but whether they can afford not to."

"The Meet the Buyer event offers foodservice suppliers an unrivalled opportunity to have an audience with Brakes' senior suppliers. The raison d'etre of the show for exhibitors is to secure listings, and the Meet the Buyer event will help many realise this."

There will also be a Meet the Buyer event with senior buyers from ASDA at the show.

This year's IFE event will be taking place between 15-18 March at London's ExCel.

Words: Maria Bracken

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