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National wholesaler JJ Foodservice is celebrating its 30th birthday this month and, as it looks ahead to the future, believes that environmentally friendly menu items will drive growth in foodservice.
 
“The way we have been eating is simply not sustainable,” says group CEO Mustafa Kiamil.
 
The greenhouse gases released by agriculture and livestock are becoming increasingly well publicised in the media, together with the damaging effect of global warming on fish. The result is a “dramatic change” in eating out habits. Caterers must adapt, the wholesaler says.     
 
“Vegan options are no longer a ‘trend’ – they are fast becoming an established part of every menu, whether you are a takeaway, café, restaurant or school,” adds Mustafa.
 
The wholesaler reports that even its fast food customers are being asked about vegan and vegetarian options, including fish and chip shops – not the most common place you expect to find a vegan.

The business, which is still family-owned, is helping customers to respond by growing its vegetarian and vegan ranges and launching eco-packaging, which includes biodegradable and compostable options. It too is doing its bit by reducing carbon emissions by 2%, operating totally paperless warehouses, using solar-powered energy and having MSC-certification for all branches.
 
“We want to be around to support caterers for many generations to come,” adds Mustafa.
  
To thank customers for their loyalty throughout the years, the wholesaler is launching a bumper-edition of its Special Offers brochure, which will be available from January 2019. A new 30th Anniversary edition of the Price Guide is available to download now by clicking here. 
 
Mustafa Kiamil, a former restaurateur, set up the first JJ Foodservice branch in 1988 after being left frustrated by unreliable suppliers when he was running a chain of burger restaurants. Thirty years later, the wholesaler has 11 branches across the UK, more than 800 staff and 30,000 customers.