Caterfood Buying Group Launches Own-Brand Potatoes

February 27, 2026

The Caterfood Buying Group is proud to announce the launch of its own-brand fresh potatoes, marking a major milestone for the UK foodservice sector. This initiative makes Caterfood one of the first buying groups in the UK to introduce its own-label fresh produce, setting a new standard for sustainability, provenance, and innovation.

Sourced exclusively from British farms, Caterfood’s new own-brand potatoes demonstrate a strong commitment to supporting British farming while helping foodservice operators meet growing demand for responsibly produced ingredients. The potatoes are regeneratively farmed, focusing on soil health, biodiversity, and long-term environmental resilience.

In a further industry-leading move, the CFBG will be planting a ‘Caterfood Forest’ to carbon offset directly on the supplier’s farm. Through tree planting and environmental projects located where the potatoes are grown, the supply chain achieves something truly remarkable: a carbon-neutral potato.

This approach not only reduces environmental impact but actively contributes to positive change at farm level, reinforcing Caterfood’s belief that sustainability should be practical, transparent, and meaningful.

Tom Workman, Commercial Director at the Caterfood Buying Group, commented:

“This launch represents everything Caterfood stands for- collaboration, innovation, and responsibility, making this another important milestone for Caterfood. By supporting British farmers, investing in regenerative agriculture, and delivering a carbon-neutral fresh product, we are showing that sustainability and commercial success can go hand in hand.”

The own-brand potato range will be available to Caterfood members nationwide, providing chefs and operators with a high-quality, British, and environmentally responsible staple they can trust.

With this launch, Caterfood Buying Group continues to lead the way in shaping a more sustainable future for foodservice, one potato at a time.

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Steven is widely recognised for bringing clarity and structure to sales environments. His approach focuses on embedding robust pipelines, effective pricing frameworks and strong cross-functional alignment- helping businesses win the right work while protecting long-term profitability. In his new role, Steven will lead Caterfood Buying Groups’ GPO and framework strategy- creating a single commercial interface for procurement partners while maintaining the independence of each regional member. Key focus points include clear pricing frameworks, simplified group price file access, structured tender coordination, incremental volume growth and consistent reporting standards. On joining Caterfood Buying Group, Steven said: “Caterfood Buying Group has something powerful – strong independent businesses with deep local relationships. My role is not to change that. Its to give GPO partners one clear route into the group, make tenders, pricing and basket analysis simpler, and ensure we grow the right business in a disciplined way.” “We want to be easy to work with. Clear commercial frameworks. Regional execution partners who deliver. No noise, no confusion.” GPO and procurement partners looking to align frameworks, review pricing structures or explore incremental volume opportunities are encouraged to engage directly with the Group Sales Function. Steven will focus on building a simple, disciplined Group Sales engine that strengthens member businesses, protects independence and delivers sustainable, profitable growth across the group.

Caterfood Buying Group Team at the Chef's own brands awards

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February 20, 2026

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