HEFF is the regional food group for the West Midlands representing local food producers from the counties of Shropshire, Staffordshire, Herefordshire, Warwickshire, Worcestershire and Birmingham and the Black Country.

Following a successful campaign introducing branded vending machines stocked with healthy local food and drink into schools across Shropshire, the scheme is now being rolled out to leisure and entertainment venues and offices.

Savour the Flavour vending machines aim to make regional food and drink accessible to a wider audience, and are a healthy alternative to traditional vending machines stocked with snacks containing a high fat and sugar content.  This vending machine can only be filled with healthy, locally produced food and drink including:

• Water
• Fruit, e.g. apples (dried and fresh)
• Yoghurts
• Fruit juices/smoothies
• Crisps, nuts, seeds & pulses
• Milk products
• Cereal bars
• Sandwiches, baguettes & wraps
• Cake bars/muffins/slices/flapjacks/biscuits

Jon May, HEFF Marketing Manager, said: "This is a fantastic way of raising consumer awareness and making healthy, regional food and drink more accessible in leisure facilities and in the work place replacing those generally unhealthy snacks found in traditional vending machines."

Savour the Flavour is an established brand of Heart of England fine foods and has been working with independent retailers since 2002.  The scheme encourages outlets to increase their stock of regional food and drink by supplying branded display equipment, such as chillers and freezers.

The scheme has now expanded to include vending machines.  Outlets can receive a branded vending machine if they commit to stocking it with regional food and drink and HEFF will continue its support by providing literature and point of sale material.

www.heff.co.uk

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