Supporting Small Producers and Expanding Choice for Foodservice Customers

Brakes has reopened applications for its Get Set Supply! programme, inviting small and emerging suppliers to apply for the next cohort of the initiative designed to help SMEs enter the foodservice market and scale sustainably.

The programme offers successful applicants a structured 12‑month support package including mentoring, commercial guidance, sales colleague interaction, sampling opportunities and hands‑on help from Brakes’ merchandising and category teams. The aim is to give smaller producers a practical route into wholesale while bringing fresh ideas and distinctive products to Brakes customers.

Natalie Phillips, Head of Food Engagement at Brakes, said the programme is already proving its value to both suppliers and operators: “SMEs bring innovation, agility and real passion to foodservice. Get Set Supply! is about giving those businesses a platform and the support they need to grow. At the same time, it helps us introduce customers to products they might not otherwise see, including new flavours, new formats and suppliers with great stories behind them.”

That impact is already visible through the first cohort. One of the earliest suppliers to be listed, Jodie Pell, co-founder of Junk Crisps, said the programme has accelerated her route into foodservice: “I spotted Get Set Supply! on LinkedIn and thought it looked like a great opportunity, but I didn’t expect it to open so many doors,” she said. “The Brakes team has been super supportive. I’ve been given a mentor who’s helping me make the most of the opportunity, and it is amazing how many people I’ve already been able to get in front of. Seeing our Sweet Potato and Beetroot crisps reach foodservice customers is a huge step for us.”

Her experience reflects the programme’s purpose: helping small producers gain traction in foodservice while giving operators access to new, distinctive products that add interest and variety to menus.

Shortlisted applicants, after applications close on 16 October, will be invited to attend an innovation session as part of the final selection process. Successful suppliers will join a 12‑month support programme designed to help them grow within Brakes and across the wider foodservice sector.