The campaign, called A Fresh Approach, is being rolled out across the three core Bidfresh businesses- Direct Seafoods, Campbell Brothers and Oliver Kay Produce, which between them supply thousands of hospitality and catering businesses nationwide.

The programme will include online recipes and guides to help chefs prepare a range of dishes. The initial set of recipes include spiced roast duck, crab & nduja croquetas, oxtail mac n cheese and pumpkin tarte tatin.

Jane Aukim, marketing manager of Bidfresh, said: “As the dining-out sector reopens after lockdown, it’s clear that some operators are having to race to keep up with customer expectations. People returning to restaurants and pubs are looking for varied, premium food choices, they’re interested in local and sustainable produce, and demand for vegetarian and vegan options continues to grow.

“Overall, A Fresh Approach brings together the specialists from across the Bidfresh businesses to deliver a holistic approach to menu planning. It’s no longer enough to add a single fish dish as an afterthought, or offer vegetarian and vegan choices that don’t deliver the same wow factor as a sizzling steak. The whole menu has to work together.”