The Country Range Group has stepped things up ahead of the summer with a refresh across its award-winning Country Range own brand portfolio.
The move will see the brand’s new logo and branding introduced this summer, alongside vibrant new packaging designs including vivid colours, striking fonts, and eye-catching photography.
The exciting refresh will also see the introduction of a brand-new premium tier of products, under the Country Range Signature brand. Featuring carefully sourced, premium ingredients and products from across the globe, the Signature selection is aimed at chefs cooking for special occasions or looking to add some fine-dining style to the menu.
Created for the makers
The new strapline is ‘Created for the makers’ which reflects the reason why the brand exists. The Country Range brand was created specially to meet the needs of caterers, who take pride in making food for people. Each product is developed for use in a professional kitchen, to help those who serve food to others to always serve their best. The first 50 Country Range products were launched in 1985. Now over 35 years later, the Country Range product portfolio is over 700-strong and has become a leading force and trusted choice for chefs and caterers across the hospitality and public catering sectors.
The brand’s team of experienced buyers, quality managers and development chef work closely with manufacturers to ensure that all their products reflect emerging food trends, are tested thoroughly and are BRC (British Retail Consortium) accredited.
New look, same trusted quality and value
While the new logo, eye-catching packaging design and Signature collection will provide a striking new appearance for the brand, the Group’s products and core values and passion for responsible sourcing, providing opportunities to smaller, innovative suppliers and ensuring the portfolio is unbeatable when it comes to quality, value and choice remain.
Country Range Group Head of Marketing Emma Holden commented:
“Since its launch in 1985, the Country Range brand has become synonymous with supreme quality and veritable value across the hospitality and public catering sectors. We’re delighted to unveil the vibrant refresh and Signature selection, which will ensure we can continue to set the standard from a taste, choice and sustainability perspective, while providing brand consistency across all key touchpoints. Our new strapline, ‘Created for the makers’ cements our core values, as the caterer is always at the heart of everything we do.”
What to look out for?
Design
Ingeniously combining visuals of rolling hillsides, a cloche and the Country Range brand initials, the new logo highlights the Group’s obsession with where our food comes from and how it is used by chefs to impress. The new vibrant colours are a radiant reflection of the colourful ingredients and recipes, plus the cultures, from which they come.
Visually appealing imagery of appetising finished dishes and attention-grabbing cookery are given prominence on the front of pack, alongside a comprehensive range of clear and concise new icons.
Sustainability
The Group has already made huge strides in reducing excessive packaging and moving to more recyclable, biodegradable and environmentally friendly solutions. The brand refresh is being rolled out in phases to ensure that there is no wastage of the current packaging. Meanwhile, the Group has collaborated with ClimatePartner to help identify targets, initiatives and solutions to help the Group and its members operate in a more environmental and sustainable way.
Signature Selection Unleashed
A new level to the portfolio with premium and trend-setting products and ingredients for discerning chefs and caterers. Guaranteed to raise the quality and innovation bars, the Country Range Signature collection has clear visual stand out on-pack through the unique glimmering silver logo and high-end photography.
About the Country Range Group
With over 30 years of heritage servicing the UK & Ireland’s innovative foodservice sector, the Country Range Group is made up of 11 independent wholesalers – Birchall Foodservice, Blakemore Foodservice, Brook Street Foodservice, Caterite Foodservice, Creed Foodservice, Dunns Food and Drinks, Harlech Foodservice, Henderson Foodservice, Savona Foodservice, Trevors Foodservice and Turner Price.
In addition to offering the leading brands from around the globe, the Group also provides over 700 products, all developed exclusively for professional caterers under the Country Range brand. Covering grocery, chilled, frozen and non-food, Country Range is widely recognised by caterers as a trusted and reliable brand delivering consistent quality and value for money without compromising on taste and flavour.
The Group also publishes its trade magazine Stir it up 10 times a year, which features the latest food, drink and industry news, Country Range brand promotions and in-depth trend reports and sector specific guides to support and inspire all foodservice caterers.
To celebrate its 30th anniversary in 2022, The Country Range Group raised £186,190 for charity with £50K being donated to Hospitality Action and the rest being split between local charities linked with its members.
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