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Food Industry News

Blackpool business rebrands to ignite the wood-fired cooking industry


Blackpool business rebrands to ignite the wood-fired cooking industry


"This is a sector we feel passionately about, we want to be at the forefront of innovation for outdoor cooking. As such we are always seeking out the latest trends and newest products."
Mike Brennand



Following the successful distribution of American BBQ brand, Traeger Grills, a Blackpool based company is rebranding to incorporate a new range of products. The rebrand comes as it expands even further into the world of wood-fired cooking.

The Alfresco Chef, now to be known as Alfresco Brands is the only UK distributor of Traeger Grills, a leading wood-fired pellet grill from America. Since obtaining the distribution rights, Alfresco Brands has seen Traeger Grills grow from strength to strength in the UK. Starting from zero in 2016, the Traeger aspect of the company now has sales numbering seven figures.

Alfresco Brands has a strong emphasis on modern living and outdoor dining. The company saw a gap in the outdoor cooking market and began seeking out the latest and most innovative outdoor cooking products and accessories. Focused on wood fired cooking, every product in their range is fuelled by real wood.

Tom Lavelle, Director says, “Real wood cooking gives every dish an authentic wood fired flavour which makes a huge difference to the taste of food. This is something we are passionate about and we want more and more homes to harness the power of wood fired cooking”

The new branding represents the company’s new portfolio of products and the constant innovation of their business. Their goals are simple, they want more people throughout the UK to embrace wood fired cooking. The young and dynamic team behind Alfresco Brands all share a passion for food. The entire team get hands on providing demonstrations and experimenting with new recipes to educate their customers.

“This is a sector we feel passionately about, we want to be at the forefront of innovation for outdoor cooking. As such we are always seeking out the latest trends and newest products. We have seen phenomenal growth in the alfresco dining industry and as more people choose to enjoy time with friends and family at home, we want to provide them with the very best products.” Says Director, Mike Brennand.

The company, now in its fourth year works with over 60 distributors, such as garden centres, stoveshops and specialist barbecue shops across the UK. The Alfresco Brands team have a commitment to bricks and mortar retailers. In a time were high streets are struggling and shoppers are looking for something new, Alfresco Brands encourages its retailers to offer product demonstrations. Allowing consumers to engage with the products and taste the authentic flavour for themselves. Their continued growth is supported by a network of warehouses, another business incorporated within the group. This offers logistics support allowing Alfresco Brands to deliver products, with ease, across the UK.

The new brands to be added to their successful portfolio will include Quoco, Feuerhand, Petromax, CookPerfect and Alfresco’s very own range of wood fired ovens, Alfresco Chef. Each new product has been selected for their innovative and unique features. Every product promotes wood fired cooking as well as the alfresco lifestyle. The new brands will be rolled out across the UK in the coming year.

Alfresco Brands is a distributor and brand owner of outdoor cooking products. The company’s mission is simple, to share their experience and love of real wood fired cooking throughout the UK and beyond. Their innovative range of outdoor cooking products can be mastered by anyone and ignite everyone’s passion for wood fired cooking.

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