Morrisons has partnered with online marketplace StarStock to provide the hospitality sector with access to more than 1,500 products.

The exclusive partnership follows the launch of StarStock’s e-commerce platform last month, which is backed by a number of leading drinks brands and manufacturers, including ASAHI UK, Bacardi, Coca-Cola Europacific Partners and Britvic.

StarStock’s partnership with Morrisons will give pub, bar and restaurant operators across the UK direct access to products from Morrisons Market Street counters and its own-brand range, as well as branded items.

The agreement signals Morrisons first move into pub, restaurant and hotels foodservice, a sector encompassing more than 160,000 outlets and valued at more than £5 billion. StarStock’s platform is pitched at providing operators with greater buying transparency and direct access to its range.

'Shake up the market'

Sam Ulph, founder and chief excutive of the StarStock Group, said: “We are fully committed to making StarStock the platform of choice for pub, bar and restaurant operators when purchasing their food and drinks range. For too long, these businesses have been restricted by how and when they can order food and it’s time to shake this up.

“We’re thrilled to be working with Morrisons to give on-trade businesses access to high-quality, competitively priced food, as they continue to bounce back from what has been a devastating 18 months for the sector.

“The StarStock platform brings some long overdue modernisation to the hospitality supply chain as, through groundbreaking partnerships like the one we now have in place with Morrisons, it enables operators to order fresh food directly, at a time that suits them – creating a next-gen marketplace for the on-trade sector.”

Fruit and veg among Morrisons' offer

James Badger, online and wholesale director at Morrisons, added: 'We’re excited to be working with StarStock and serving pubs, restaurants and hotels across the country through our wholesale business. As well as classic pub snacks like crisps and nuts, customers will also be able to order a wide selection of products from Morrisons Market Street.

'These include fruit and vegetables as well as delicatessen lines such as cheese, cooked meats and pies.”