M&S  Food has named A.F. Blakemore & Son Ltd, the West Midlands family-owned business, as its primary wholesale supplier for third-party branded products.

The multi-year deal will see Blakemore deliver premium goods directly to M&S’ regional distribution network seven days a week, supporting the retailer’s drive to improve availability and efficiency.

The partnership is part of M&S Food’s ongoing Reshape for Growth strategy, aimed at providing a more reliable shopping experience for customers.

Blakemore will supply a selection of well-known branded products to complement M&S’s own-brand range, with consolidated chilled and ambient deliveries helping to streamline operations.

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M&S Food managing director Alex Freudmann said: “We are thrilled to be backing another British family business, working with A.F. Blakemore & Son as our new, trusted wholesale partner.

“Blakemore will be providing an improved wholesale solution with a full seven days a week service that will increase availability for our stores and customers. Choosing the right, trusted partners who can deliver on that is key as we reshape our business for growth.”

A.F. Blakemore & Son Ltd CEO Carol Welch added: “At A.F. Blakemore & Son we are committed to delivering consistent quality, agility, and service, and it’s a privilege to partner with M&S to help accelerate growth of their Food business.

“This partnership reflects the advances made in our wholesale and food service capabilities, the significant investment in our infrastructure, and our product range. I want to thank the teams at AFB and M&S who have made this a smooth transition and I look forward to building a strong, rewarding partnership.”

M&S said the change in wholesale supplier is focused on improving service and efficiency for colleagues and does not represent a shift toward increasing third-party brands.

The retailer’s own-brand food offerings remain the core of its proposition, with key branded products used to complement the range and ensure customers can tick everything off their shopping list.