A GWYNEDD food wholesaler has launched a new campaign to slash prices and undercut its competitors by up to 38 per cent.

Harlech Foodservice, which has bases in Criccieth, Chester, Carmarthen and Merthyr Tydfil, announced the “aggressive” drive at its two-day food expo for trade customers at Venue Cymru in Llandudno, where record sales topped £1million.

A total of 100 lines have been added to Harlech’s price comparison package as part of its Trust Our Prices initiative, with nearly 400 top selling lines benchmarked against competitors’ prices.

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Harlech managing director David Cattrall said: “We are disrupting the established way foodservice companies operate.

“We believe our approach is refreshingly different to most companies and helps chefs plan menus with confidence.

“We will be offering a core range of foodservice products at honest list prices, rather than the common practice of fake, artificially inflated list prices that require ‘negotiation’.

“We’ve done the price comparisons so our customers don’t have to and we’re nearly 40 per cent cheaper than the biggest foodservice company in the UK and 15 per cent cheaper than our biggest rival in Wales.”

The announcement has gone down well with customers at the expo, free to people in the trade but not open to the public, where there was a record number of stands across two rooms at Venue Cymru for the popular annual event.

David added: “Our Trust Our Prices pledge covers 390 popular items with the prices being locked down for more than three months - and we are promising no sneaky price rises without warning.

“That’s because we know our customers, the hotels, restaurants, pubs and cafés, are facing huge challenges and we aim to help them by guaranteeing the prices of goods to give them certainty in uncertain times.

“We understand how unpredictable trade can be for our customers so they can order up to 10pm, once their service has finished, and we deliver to premises the following day, six days a week.

“These are highly competitive prices on genuine key lines for our customers.

“The Trust Our Prices campaign is already proving hugely popular with our customers and we have had some brilliant feedback at the Food Expo and it’s clear they really appreciate what we are doing to help them.”