Staffordshire’s First Choice Foodservice acquired by Kitwave

First Choice has built a strong reputation for personal service and customer relationships for more than 38 years. Steve Ainger, Managing Director at First Choice, who took over the leadership of the business from his father Eddie, has overseen a significant evolution of the company’s proposition, spearheading its strategic shift from a traditional cash and carry operation towards a delivered foodservice business.

The business will now join Kitwave's foodservice division alongside Creed, Total, WestCountry, Fife Creamery and Charles Saunders Foodservice. This move supports First Choice’s long-term growth ambitions while retaining the people, relationships, culture and values that have underpinned the business’s success.

There will be no changes to First Choice’s depot, operations, sales or head office teams, with the existing leadership structure remaining firmly in place and Steve Ainger continuing as Managing Director. Sophie Ainger will continue in her role as Marketing Manager, while Michael Ainger will continue to support the business in Buying, as third-generation family members. The business will continue to trade under the First Choice Foodservice brand and will also continue its existing membership of the Country Range Group.

Customers and suppliers will continue to work with the same teams and contacts, with the business maintaining its focus on personal service and the strong customer relationships that have been central to its success.

Steve Ainger, Managing Director at First Choice Foodservice, said:

“First Choice has always been a family business at heart. My father Eddie, and my uncles Graham and Arthur, built the company around hard work, strong relationships and a real commitment to looking after our customers. Those principles have remained central to the business throughout its development.

“When I took over the reins, I was determined to build on that legacy while also evolving the business for the future. Over recent years, we have made a significant shift from our traditional cash and carry roots towards a delivered foodservice model, and I am incredibly proud of what the team has achieved.

“Joining Kitwave represents an exciting new chapter for First Choice. It gives the business the scale, investment and support to continue its growth journey, while building on the foundations laid by my father and uncles, and retaining the people, culture and customer-focused approach that have made First Choice what it is today.”

Ben Maxted, CEO at Kitwave Wholesale Group, said:

“First Choice has built a strong reputation through its customer-focused approach, experienced team and commitment to service. Its evolution in recent years from a traditional cash and carry business into a growing delivered foodservice operation is particularly impressive, and there is a strong alignment between the business and our ambitions for the foodservice division. We are delighted to welcome Steve and the First Choice team to Kitwave and look forward to supporting the business as it enters its next chapter.”