Herefordshire dealer establishes online arm

KEL Trade crop
KEL Trade has been trading from this warehouse in Leominster, Herefordshire, since 2017.

Leominster-based dealer KEL Trade has created an online sales arm called ChefsWarehouse.

The portal features product types including cooking appliances, warewashers, refrigeration, kitchen storage, tableware, beverage machines and catering supplies.

Brands listed include Lincat, Falcon, Buffalo, Winterhalter, Gram, JM Posner, Cinders, Dualit, Sammic, Roller Grill, Bravilor, Marco, Fracino, Churchill and Utopia.

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MD Robin Kellard established KEL Trade in 2015 and detailed to Catering Insight: “I started the business 4 years ago based on supplying independent sites and butchers. Joe Morris is a partner in the firm, he is a local chef and has contacts.

“We began by supplying businesses within in a 30-mile radius of us and grew from there. Then we moved to a small warehouse 1.5 years ago and took on an administrator to deal with deliveries.”

As for the ChefsWarehouse establishment, he revealed: “This year we took the decision to put a presence online to enable a UK-wide offer and we worked with local software developer Kegsoft to create the site.”

ChefsWarehouse describes itself as “an online store for chefs, caterers and other hospitality professionals. With over 25,000 product lines representing 350+ brands, this store offers incredible value and a next day delivery service across the UK”.

The site states: “Chefswarehouse (UK), combines the experience of KEL Trade’s established catering and hospitality supplies service with the expertise from Kegsoft’s advanced new IT language and process automation facility.

“The new store actively promotes and advocates new and alternative replacements for oil based and non-recyclable disposables to products made from eco-friendly materials. Most single-use catering products now have biodegradable and fully compostable alternatives that are attractive, practical, economical and leave no environmentally damaging pollutants.”

Kellard previously ran hydraulic equipment supplier Premier Industrial & Hydraulic Supply Ltd from 2013-2016 and was also a director at blade and knife sharpening firm Premier Sharpening from 2014-2016, which supplied knives too.

Tags : ChefsWarehousedealerdistributorKEL Trade
Clare Nicholls

The author Clare Nicholls

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