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Former Landmark director joins First Choice to head up sales

Staffordshire-based First Choice Foodservice has appointed an experienced wholesale director to help continue its rapid growth. 

John Searle joins the business, which is a member of buying group Fairway Foodservice, as trading director from Landmark Wholesale, having spent 22 years at the company in two separate stints. 

John has almost 40 years’ experience in the wholesale cash and carry and Foodservice industry. John will head up First Choice’s sales department, which has seen turnover rise from £1 million to £10 million during the past seven years. 

John said: “ I am delighted to have the opportunity to work with Steve and the entire team at First Choice and help the business continue it’s already strong sales and profit growth and further develop our customer service.”

Steve Ainger, managing director of First Choice added: “I’ve had a working relationship with John for many years, and I’m thrilled to bring his knowledge and passion to our highly talented sales team. 

“We share the same goal of positioning First Choice as the go-to wholesaler in the region, and his expertise will provide our sales staff with an enhanced skill set to set us apart from the competition.” 

First Choice Foodservice was established in 2009, and supports a wide range of professional caterers throughout the Midlands. 

The wholesaler delivers more than 4,000 product lines from Monday to Saturday weekly, with online ordering and a next day delivery service available. 


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