Catering firm Fare has rebranded to Fare of London to reflect its positioning as a "quintessentially British caterer within the London market".
The company said it would focus on prestigious, traditional institutions within the capital.
John Durden, managing director of Fare of London, commented: "Historically we have tended to work anonymously with our venue clients to provide a complete service that often goes well beyond the traditional remit of an external caterer.
"Having developed and fine-tuned our service, that now includes specialised event management as well as commercial sales and marketing, we felt that the time was right to launch a new identity. We believe that the market demands a more commercial approach to external catering without compromising on quality, which is exactly what we offer."
Clive Ostler, general manager, marketing and facilities at the Royal College of Physicians, said: "The launch of Fare of London is an exciting development. Having worked with the company for over 10 years, we have witnessed first-hand the exceptional commercial abilities of the team during these challenging times whilst maintaining the highest quality of food standards. We need to be able to provide our fellows, staff and guests with exceptional food and service but at the same time maintain a commercial approach to securing new events business when our event facilities are not in use; Fare of London provides the optimum solution for us by catering to both these requirements."
By Neil Gerrard
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