FAQ
Introducing CHEF Assured, CHEF Prestige & CHEF Hygiene
Whether you’re transitioning from Fairway Assured, CORE, or introducing an own brand for the first time, these FAQs are here to help you understand the CHEF Assured range and feel confident presenting it to your customers.
1. Why are we launching the CHEF Assured range?
The CHEF Assured brand has been created to give our members a professional, unified own brand that better reflects the needs of modern chefs and caterers. It replaces older branding with a stronger, more chef-aligned identity — while maintaining the quality, performance, and value our customers rely on.
2. What's changing for former Fairway Assured users?
Primarily, just the logo and brand name — the products and quality remain the same. CHEF Assured is the new name for the range, providing a fresher, more modern presentation while keeping everything your customers already trust.
3. What's changing for former CORE users?
CORE is being phased out. Many products will continue under the new CHEF Assured brand — alongside a significantly larger and robust range. Customers may be familiar with some items, but others will be new. It’s an opportunity to introduce them to a stronger, broader foodservice offer.
4. What does this mean for members new to own brand?
CHEF Assured gives you a credible, chef-focused range to offer for the first time. With over 300 quality-assured products and full support from head office, it helps you compete more effectively, build loyalty, and grow sales. It’s a point of difference between you and your competitors and is only available through The Wholesale Group members.
5. Will customers notice a difference?
Visually, yes — they’ll see new packaging. However, in terms of product performance, quality and value, it’s business as usual — or better. For Fairway Assured customers, it’s primarily a cosmetic change. For CORE customers and new introductions, it’s a chance to promote an extended offer.
6. Is this a downgrade in any way?
Not at all. CHEF Assured and CHEF Prestige are high-quality, professional brands — not budget ranges. They’ve been developed to meet the expectations of chefs who need consistency and performance.
7. What if customers ask about the change?
Be confident and clear:
- “It’s the same quality, just under a new brand.” (Fairway Assured)
- “This replaces CORE with some of the same products and a greater choice.” (CORE)
- “This is a brand created for chefs — and it’s our brand available exclusively through select wholesalers like us.” (New members)
8. What support materials will I receive?
We will supply with::
- Customer flyers and sales guides
- Product fact sheets
- Ongoing product launch materials
- Ongoing marketing campaigns, including introductory films.
9. How should I handle customer concerns about pricing?
Be transparent. CHEF Assured is never a budget offer — it’s a professional foodservice range. It is designed to compete with brand leaders on taste, consistency, and value.
11. How does CHEF Prestige fit in?
CHEF Assured represents our core range of high-quality foodservice products while CHEF Prestige offers premium food of exceptional taste and specification. It gives you something extra to offer chefs who want to enhance their menu or differentiate their dishes.
11. What happens to existing Fairway Assured stock?
Fairway Assured stock will sell through naturally. There is no need to worry about old stock—both ranges will co-exist during the transition period, and the quality remains consistent across both labels.
12. What is CHEF Hygiene?
CHEF Hygiene is our specialist cleaning and janitorial range for commercial kitchens — professional-grade products to support safe, efficient service environments. It rounds out the brand offer beyond food.
13. What are the upsides of this change for me as a sales rep?
- A more modern, professional brand story
- Better visual branding that chefs can trust
- A reason to revisit lapsed or quiet customers
- Clearer marketing, stronger positioning, more support
14. Will there be marketing activity to support the launch?
Yes — we’ll roll out coordinated campaigns across flyers, websites, Chefs’ INSIDER, email and social media.
Contact
Kindly forward comments and suggestions to: richard@thewholesalegroup.co.uk