AFB to Roll Out County Bridge Fresh Meat to More Stores

August 07, 2020

A.F. Blakemore is evolving its County Bridge fresh meat offer with the introduction of new retail packs and expansion into more SPAR stores via centralised distribution.

County Bridge is A.F. Blakemore’s own-label retail fresh meat brand, offering great quality meat at great value prices. 

It is currently sold in 14 Blakemore Retail SPAR stores. This includes three hub stores, which prepare meat and supply the other 11 stores.

The company, however, will be beginning a centralised distribution trial with two Blakemore Retail stores on 17th August, meaning that the retail packs will be distributed to stores straight from A.F. Blakemore’s distribution depots.

On 27th August the County Bridge range will then be trialled in independent SPAR stores for the first time. It is expected to be rolled out to 40 independent stores by October.

Ahead of this rollout, the company has made significant investment in developing the range. The business looked at SPAR stores’ existing top 30 fresh meat lines and approached key suppliers to develop new County Bridge-branded retail packs. One of these suppliers is Blakemore Fresh Foods, which supplies about a third of the range at the moment.

AFB Fresh Development Manager Nicola Hobson commented: “The County Bridge range offers great value, high quality fresh meat. The mix and match deal at 3 for £7 or 5 for £10 is industry-leading and provides a very compelling offer that helps really differentiate us in the market.

“Since County Bridge was first introduced to Blakemore Retail, the brand has proved popular with customers and performed really well.

“It could provide a great opportunity for independent retailers, with potential for each store to generate sales of circa £1,000 per week with the new County Bridge range.

“The rollout of the brand to more stores will also benefit Blakemore Fresh Foods, which will be able to expand its retail customer base.”

The improved range will be going into selected Blakemore Retail stores from October onwards. 
 

The County Bridge fresh meat range in-store 

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