Wholesale meat suppliers and catering butchers, Campbell Brothers, have unveiled a new ‘Responsible Sourcing’ guide, showcasing the business’s core values, as well as renewed dedication to ethical sourcing, quality and traceability within foodservice.

Currently, meat and poultry is the leading category, at 40%, where people take most notice of sustainability claims[1]. From farm to plate, this further highlights the need for greater transparency in regard to sourcing and animal welfare.

Designed for its customers, suppliers and key players within the meat industry, Campbell Brothers’ new guide clarifies and spotlights its standards, reinforcing ethical and sustainable practices and ultimately supporting the development of a stronger, more transparent supply chain.

Developed by its Sustainability, Sales, and Health and Food Safety teams, the ‘Responsible Sourcing’ guide delves into what Campbell Brothers is doing in terms of quality management, its work with suppliers and local farmers, sustainable and ethical sourcing, product certifications, as well as the latest industry trends.

[1] Mintel, Sustainability in Food, UK – 2025

Neil McCole, Sales Director at Campbell Brothers, said: “I’m delighted to present our new ‘Responsible Sourcing’ guide, reflecting not just our commitment to quality, but our responsibility to the entire foodservice supply chain, from farmers and producers to chefs and consumers.

“By being transparent about our sourcing standards and working closely with ethical and sustainable suppliers and industry partners such as Dunbia, the Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and the Red Tractor assurance scheme, we aim to set a benchmark for trust and integrity in our industry.

“Responsible sourcing is at the heart of everything we do, and we believe that when our customers know the amazing story behind their ingredients, everyone benefits – from farmer to consumer.”

Campbell Brothers’ ‘Responsible Sourcing’ guide will be updated annually, along with one of its sister brands, Direct Seafoods, which, after two editions, will release its 2025/2026 issue later this year.

To read Campbell Brothers ‘Responsible Sourcing’ guide, please visit: https://viewer.ipaper.io/bidcorp/bidfresh/campbell-brothers/campbell-brothers-responsible-sourcing-guide-20252026/?page=1

 

The humble sandwich is experiencing a full-blown resurgence across the UK. No longer confined to tired tropes of ham and cheese or lifeless tuna butties, today’s sandwiches are bold, globally inspired, and built to impress. With new and innovative flavour combinations mixed with premium proteins, this everyday staple is fast becoming a foodservice powerhouse!

There are many different names for a sandwich: sandos, sarnies, hoagies, subs, butties, stacks and even dagwoods! However you name your sandwich, one thing is for certain, they need to be on-trend, packed full of flavour and be as much a feast for the eyes as well as the soul!

Come with us as we unpack this most on-trend of foods, and dive deeper into the world of sandwiches, their rise to the top of the QSR ladder and exactly how Meadow Vale will provide your food business with the smarter way to sandwich.

 

Sandwiches On The Rise

The Sandwich sector in the UK is now worth an annual £8bn to the UK economy, which equates to around 3.5bn sandwiches being consumed each year! *

The sandwich has long been a staple of British dining, with its origins dating back to the 18th century when the 4th Earl of Sandwich famously asked for meat between two slices of bread to avoid interrupting a card game! Since then, sandwiches have secured their place in the very fabric of the UK’s culinary scene, as a traditional symbol of convenience and simplicity.

In recent years, the traditional sandwich has undergone a remarkable transformation. Driven by evolving tastes, global food trends, and a demand for higher quality on-the-go meals, sandwiches are now a benchmark for innovation. Premium meats, world flavours and chef-inspired builds are redefining expectations.

As foodservice operators invest more in quality, versatility and flexibility, the future of sandwiches in the UK looks set to be dynamic, diverse, and flavour-packed. With the right ingredients, sandwiches aren’t just back, they’re leading the next wave of the casual dining evolution.

 

Not Just A Lunchtime Snack

Sandwiches & wraps account for around 40% of all menu offerings in UK foodservice across restaurants, QSRs, pubs, and delivery concepts**

Post Covid there’s been a steady increase of people returning to the office, and with that the need to step out on lunch to refuel for the afternoon. Sandwich consumption in the UK is driven by staple butties that come with a meal deal, but this has led to many QSR’s thinking outside the box and delivering something better for food on-the-go.

This new generation of sandwich shops are shaking up the high street, blending bold flavours with fresh, premium ingredients to reinvent the lunchtime classic. Gone are the days where stale egg and cress or a pickle heavy ploughman’s are your only options, as chefs look to create enticing, protein rich sandwiches like grilled chicken, smashed avocado and tzatziki clubs, or crispy herb infused shredded chicken on fresh baked focaccia bread.

With slick branding, smart menus, and a focus on quality and speed, these innovative sandwich shops are turning everyday bites into serious foodie destinations with awe-inspiring street food style builds.

 

Everyone Loves A Chicken Sando

Chicken is the most common ingredient in sandwiches throughout QSR’s in Britain, appearing on about 18% of menu items ***

Chicken sandwiches are no longer just an option on the menu; they’re fast becoming the go-to hero option. Chicken sandos are dominating the casual dining scene due to their broad appeal, fresh nature, versatility and most importantly for the business owners a margin friendly meat.

Whether it’s southern-fried chicken strips with pickles and slaw, or a peri peri chargrilled chicken thigh ciabatta roll, foodservice operators are tapping into the protein’s popularity to drive footfall and differentiate with bold flavour profiles.

We’ve long spoken about the need for versatility and on-trend menu ideas to succeed in business, but in the sandwich game sometimes familiarity is key. With premium chicken sandwiches delivering the goods time and time again and consumer demand for premium chicken butties on the rise, there’s never been a better time to level up the sandwich game with standout poultry.

 

Why Choose Meadow Vale?

When the lunchtime rush hits and there’s a queue out the door for your signature sando, the last thing you need is added stress. That’s where Meadow Vale steps in. From our classic thaw-and-serve sliced and diced chicken breast to our award-winning Sizzling Chicken thighs and fillets alongside our signature quick cook-from-frozen breaded ranges, every product is designed to deliver speed, consistency, and quality when it matters most. With Meadow Vale in your kitchen, you’ll have the confidence to serve up crowd-pleasing sandwiches, time after time.

In today’s fast-paced and cost-conscious foodservice market, the ability to price menus accurately is more important than ever, and that’s where Meadow Vale delivers real value. With number-counted bags and uniform products that offer consistency month after month, operators can plan portions, control margins, and reduce waste with confidence. Choosing Meadow Vale isn’t just about convenience; it’s a smart investment in long-term success. When quality and reliability lead to repeat business, you’re not just serving great food you’re building a stronger future.

With chef-approved fillets that hold their crunch, lock in flavour, and perform across hot holds, deliveries, and grab-and-go formats, our products are built for modern kitchens. Whether you’re crafting a classic southern fried sando, a spicy street-food-inspired special, or a leaner grilled build, Meadow Vale gives you the premium base to do it all with zero compromise on prep time, yield, or taste. It’s smart protein for high-performing menus.

 

With chicken sandwiches rising rapidly in popularity and showing no signs of slowing down, now is the time to capitalise on the trend. Whether you’re refreshing your menu or launching something new, Meadow Vale gives you the tools to deliver flavour, speed, and consistency every time. Speak to one of our Development Chefs today and discover how by adding Meadow Vale to the menu you truly are experiencing The Smarter Way To Sandwich.

 

 

*Stats from the British Sandwich Association (BSA) October 2024

**Verdict Foodservice via GlobalData analysis

***Verdict Foodservice via GlobalData analysis

Members of the BFFF Young Leaders Forum, accompanied by Rupert Ashby, Kathryn Tindall, Neesha Ramsingh-Cleary and Denise Rion from BFFF, were invited to visit Darégal Gourmet in Milly-la-Forêt, France, on 5 and 6 August 2025.

Darégal Gourmet is the world’s number one producer of frozen culinary herbs, with four factories, employing 500 employees, supplying three markets; food industry, food service and retail.

Martin McIlroy, managing director of Darégal, hosted the 2-day visit, ably assisted by members of the Darégal UK and France teams, including Stuart Mills and Kirsty Bell.

 

Seven young leaders made the trip and were treated to a packed itinerary which included a factory tour, presentations, a wonderful dinner and hotel stay, fresh v frozen tasting quiz and a field trip to see parsley being harvested.

On the second day, there was a working group, brain-storming ideas on how to promote frozen food more widely using social media platforms. Ideas generated will lead to a dedicated campaign.

 

Thank you to everyone who participated in this visit. It was incredibly interesting and insightful and, in addition, provided the perfect environment for group members to have professional conversations and make new contacts.

 

Being part of the YLF is a brilliant opportunity to connect across the frozen food sector, working together and learning from other young leaders in a wide range of sectors & positions. Being part of the YLF since the very beginning has been a rewarding experience. Gaining exposure to the different categories in the frozen food sector with each visit providing insights and building a greater understanding of the wider industry.

Over the course of the visits, I’ve seen first-hand the passion businesses have for quality frozen produce, innovation and driving added value. From our visit to Whitby seafood and the Aldi head office to our most recent trip to Darégal, each one has offered a unique perspective on how businesses across the sector are leading with purpose. Darégal  in particular stood out as a perfect example of a leading frozen business, showcasing a proactive people first approach and an impressive integrated supply chain following a field to plate approach. The state-of-the-art manufacturing facility balanced automation with a strong commitment to quality, while the investment in nursery plant genetics highlighted the long-term thinking being applied to secure the next generation of growth.

Lewis Wantling. Chair of BFFF Young Leaders Forum.

 

If you are interested in joining the Young Leaders Forum, or would like to offer the Young Leaders Forum the opportunity to visit your site, please contact Kathryn Tindall: kathryntindall@bfff.co.uk