Flexeserve shares its journey with the Canadian High Commission

Flexeserve‘s Warwick Wakefield discussed Canadian hot-holding ambitions at a business breakfast with The Honourable Ralph Goodale, High Commissioner for Canada in the UK.

The world leader in hot-holding units and food-to-go solutions, Flexeserve, spoke at the business breakfast for the Canadian High Commission at Conference Aston, at Aston University in Birmingham.

The event was organised by the Greater Birmingham Transatlantic Chamber of Commerce and the Greater Birmingham Commonwealth Chamber of Commerce on 8th April 2022.

Speakers at the business breakfast for the Canadian High Commissioner

Flexeserve was one of three guest speakers invited to talk about their experiences of trading with Canada – and presenting on behalf of the business was Warwick Wakefield, Customer Experience Director.

The event opened with an address from High Commissioner, Ralph Goodale. He covered Canadian trade, the relationship between the UK and Canada – which he now regarded as more important than ever before – the response to Russia’s invasion of Ukraine, post-Brexit opportunities and the 2022 Commonwealth Games taking place in Birmingham this summer.

Canadian High Commissioner, Ralph Goodale presenting his keynote

Flexeserve in Canada

In a panel presented by Colin Barker, Senior Trade Commissioner of the High Commission, Warwick spoke about the growth of Flexeserve in North America and the appeal of the Canadian market.

Flexeserve's Warwick Wakefield speaking at the business breakfast for the Canadian High Commissioner — Warwick speaking at the business breakfast

In his presentation, Warwick explained that, whilst Flexeserve has a significant level of business in Canada, there was still a great wealth of opportunity to unlock, by dedicating additional resources to the market.

Of Flexeserve in Canada, Warwick said: “We have ambitious plans for North America, but whilst our strategy for the continent has so far focused on the U.S., we recognise the need for a dedicated push in Canada.

“We also appreciate that there are distinct differences between the U.S. and Canadian markets – and not just Canada’s love of Tim Hortons over other well-known coffee companies!

“We have a shared food culture with Canadians, which we see as a blend of U.S. and European tastes. Our research shows that 39% of the population are foodies – they like to try new dishes – and our heated displays are uniquely designed to hot-hold a diverse range of food for unrivalled hold times, whilst maintaining excellent quality.”

The panel for the business breakfast with the Canadian High Commission — The business breakfast’s panel

The talk of the day and the journey ahead with the Canadian High Commission

Warwick concluded: “We are delighted to have had the opportunity to take part in this event, and to hear from – and speak – to the High Commissioner is a real privilege.

“There are many similarities between the UK and Canada – culturally speaking – and we look forward to continuing our Canadian journey with help from the Canadian High Commission, as well as the amazing team at Birmingham’s Transatlantic Chamber.”

Warwick and Ralph in breakfast networking discussions — Warwick (right) and Ralph (left) in breakfast networking discussions

Mandy Haque, International Director for GBCC said: “It was a great event with so many exciting prospects and useful information – the contributions of all speakers were extremely valuable.

“Warwick always goes above and beyond – bringing you into the world of Flexeserve, what they’re achieving and where their sights are set. It’s an incredible time for their business – and we support them in every way we can.”