Fresh produce supplier picks a prize crop from Mercedes-Benz

Cardiff-based fresh produce wholesaler and distributor Peter Broughton Ltd is going for growth in partnership with Mercedes-Benz Dealer Euro Commercials (South Wales).

The family-owned company has seen a major increase in turnover in the last five years, after embarking on a strategy of expansion through acquisition – it recently completed the purchase of another business, in Pontypool.

Within the last 12 months Peter Broughton has also bought nine new vehicles from Euro Commercials. First to arrive were a quartet of 3.5-tonne Sprinter 316 CDIs with refrigerated conversions. These were followed by two 7.5-tonne FUSO Canter 7C15s – Mercedes-Benz Dealers also sell and support the popular Japanese light truck range – a pair of 15-tonne Atego 1524s and a 26-tonne Axor 2533L.

All of its new trucks are fitted with insulated curtainside bodies by Transload, of Andover, Hampshire, and wear striking new liveries designed by Martin Hopkins Partnership, of Cardiff, each of which illustrates a different, mouth-watering product from the Peter Broughton range. The vans are similarly sign-written.

The latest arrivals have lined up alongside nine more commercial vehicles. “We’ve bought other makes in the past,” says Nicholas Broughton, Joint Managing Director with his brother David. “But we’re now favouring Mercedes-Benz and will be looking to upgrade the remainder of the fleet with more vehicles from Euro Commercials over the next few years.”

Peter Broughton is a member of the Fresh Produce Consortium (FPC), a trade association recognised as the voice of the industry. The company delivers produce to other wholesalers, cash & carries, hotels, schools, colleges and universities, restaurants and caterers throughout South, West and Mid Wales, as well as Bristol and Cheltenham.

“Mercedes-Benz vehicles enjoy an unrivalled reputation for reliability, durability and quality, as well as offering highly competitive ‘whole life’ running costs,” continues Mr Broughton.

“The 26-tonner is our biggest vehicle yet. It has a 32 ft body and runs to West Wales each day, returning with fresh produce collected from suppliers. The Canter, meanwhile, gives us a market-leading payload of 4.0 tonnes – that’s half a tonne more than we’d get on a conventional 7.5-tonner and a crucial advantage in terms of productivity.”

Mr Broughton, whose father Peter founded the business in 1955, attributes its success to the high standard of personal service it provides to customers. “And that’s exactly what we get from Euro Commercials,” he adds. “The dealer is attentive, flexible and responsive, and provides first class parts back-up.”