Client
Case Study
Staffline partner
with AMFRESH
Client Overview: About AMFRESH
AMFRESH is the leading fresh produce supplier to the UK’s foremost retailers, operating from state of the art facilities in Peterborough and Alconbury, Cambridgeshire, alongside an own label food and drink operation in Skelmersdale, Lancashire. AMFRESH sources the freshest produce from Spain, South Africa, Chile, Peru, and beyond, leveraging its own farms and a global network of farming partners. The business excels in sorting, processing, packing, storing, and shipping fresh produce to retail customers, ensuring top-quality experiences for consumers.
Background: Staffline’s Partnership with AMFRESH
For 17 years, Staffline has proudly partnered with AMFRESH to provide exceptional staffing solutions. With primary operations in Peterborough and Huntingdon, AMFRESH competes for workers in a highly contested labour market. The semi rural landscape presents logistical challenges, particularly in Alconbury, making worker transport a key requirement.
The COVID 19 pandemic exacerbated labour shortages, as Brexit, increased long term sickness, and a rising number of people in education reduced the available candidate pool. During the pandemic, AMFRESH opted for a Managed Service Provider (MSP) model to oversee multiple agencies in meeting labour demands. However, this strategy introduced complexity, additional costs, and increased senior management involvement, diverting focus from core operations.
Consequently, Staffline and AMFRESH initiated a strategic review, engaging in a collaborative problem solving approach.
Key Challenges & Solutions
Through a joint leadership session, AMFRESH and Staffline agreed on strategic objectives, leading to the following solutions:
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Targeted Candidate Attraction:
Staffline conducted a demographic analysis to identify new labour sources. By offering transport solutions, Staffline extended the candidate pool beyond typical commuting distances.
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Workforce Demographics & Shift Flexibility:
Analysis revealed gaps in worker participation among 20-24-year-olds and over-55s. New shift patterns were introduced to attract these demographics, improving overall retention and fulfilment.
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Worker Experience Insights:
Ongoing feedback mechanisms provided actionable insights to enhance worker satisfaction and engagement.
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Scalable Labour Supply:
Staffline's national reach allowed for flexible labour redistribution from its East Midlands operations during peak demand periods.
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Transport Investment:
Staffline’s transport division, DrivingPlus, expanded its fleet to 11 coaches and five minibuses, ensuring reliable worker transportation. Branded coaches enhanced visibility and candidate attraction.
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Technology-Driven Demand Planning:
A data dashboard provided real time analytics, enabling more accurate workforce planning and recruitment forecasting.
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Operational Efficiency:
A refined recruitment structure centralized candidate attraction and induction processes, improving workforce readiness and efficiency.
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Enhanced Inductions & Site Collaboration:
Inductions were streamlined with a new video and practical props, and Staffline provided input into the design of AMFRESH’s new Alconbury facility to optimize workforce logistics.
Key Outcomes
In May 2023, AMFRESH awarded sole supply of temporary labour to Staffline, which resulted in:99%+ Fulfilment Rates:
The operation consistently meets labour demand.
72% Worker Satisfaction:
Improved retention and a steady flow of temporary-to-permanent placements support long-term workforce stability.
Improved Workforce Agility:
Data-driven demand planning and an expanded labour pool ensure responsiveness to fluctuations in demand.
Seamless Transport Integration:
The enhanced transport network guarantees reliable attendance, further differentiating Staffline in the market.
Why AMFRESH Chooses Staffline
The partnership between AMFRESH and Staffline has evolved into a collaborative and highly trusted relationship. Frequent cross-functional reviews and strong senior-level engagement ensure continuous improvement. The shared goal of creating a great place to work while maximizing efficiencies through a flexible workforce remains central to this successful collaboration.
Mark Player, Chief Commercial Officer, AMFRESH UK and Northern Europe
“Staffline is the only agency that has ever approached us with a genuine commitment to joint strategic planning and problem solving.
While most agencies focus on undercutting costs or making vague promises to do it better, Staffline stood out by being open, honest, and collaborative from the start. They’ve worked alongside us to test solutions, even sharing the cost and embracing challenges as learning opportunities rather than setbacks. What sets them apart is that they’re not constantly pitching for more business, they understand that our success ultimately drives theirs. This partnership has proven invaluable, and while we frequently receive calls to switch suppliers, no other agency offers what Staffline does. That's why we have no intention of going elsewhere.”