_____________________________________________________________________________________________________________ Gafoor
saw better opportunities in other parts of the supply chain.“ There’ s a massive market for chicken outside of retail. All those folks making ready meals, pies, pastries, and pizza toppings need chicken. They want fresh Red Tractor accredited UK chicken for their products,” Mark explains. That realization set a new direction and led Gafoor to focus on business-to-business supply.
The strategy opened doors to customers looking for a supplier invested in their growth rather than focused on retail priorities. Gafoor began building its position with manufacturers such as Samworth Brothers before expanding into wider food manufacturing and foodservice markets.
Growth often comes from tackling new customer requests. When HelloFresh reached out during the Covid-19 pandemic to help support the meal-kit boom, Gafoor didn’ t have the right packing capability. Instead of seeing that as a roadblock, the team saw an opportunity.“ When they approached us, we didn’ t have the capability to pack into that little pouch. We invested about three-quarters of a million pounds and, within four months, had a new line in the factory. They committed to volume and contract length, which gave us the confidence to invest,” Mark shares.
The partnership remains in place today, illustrating a pattern that appears repeatedly throughout the business: investment follows demand, but only when supported by long-term relationships.
Popeyes brought a different challenge. The team prepared for demand before it arrived.“ They approached us about a year before their first UK store opened. To support them, we invested in technology and developed new capabilities. We’ ve grown with them, and it’ s been a great experience for our business,” he adds. That willingness to invest has shaped
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