KQF is pleased to announce that it has begun a pilot project with EG On The Move. Through it, many of its frozen, chilled and ambient foods are now on sale at the West End Services forecourt in Blackburn.
The collaboration has entailed creating a dedicated halal food section, which features KQF products including frozen burgers, sausages and kebabs, together with cold meats. These are accompanied by allied brands including Fazila’s and Ceekay’s. All the ranges are halal-certified, as is KQF’s Wild Coast range of biltong products, which can be found in the ambient aisles.
Established in Blackburn in 2001, KQF has a quarter of a century’s experience in the halal foods sector and, with its own superstore in the town, it has first-hand knowledge of the evolving preferences of local Muslim consumers. Consequently, it has been especially well placed to make recommendations about appropriate product selections and popular halal brands.
The pilot has got off to a great start and, as KQF managing director Faruk Vali explains, it could become the launchpad for further collaborations:
“Both KQF and EG On The Move are well established businesses with roots in the North West of England, so we come from similar places. Of course, there’s a clear difference in scale but we both recognise the importance of meeting local customer needs. That’s why we feel we can add value: we understand what products and benefits Muslim consumers are looking for, and we’ve been able to propose a range of products that tick all the boxes.
“The first weeks of the trial have produced very impressive sales and I think everyone would regard the venture as a success. From here, aided by hard sales figures, we have a good chance of building the relationship and developing a similar presence in other stores across the UK.
“By the end of 2026, EG OTM aims to expand the number and the geographical spread of its stores, many of which will have facilities to stock frozen foods. So the intention is to build on this strong foundation by serving more stores and putting trusted halal brands into areas where there’s especially high demand.”
