John Liptrot, the former MD of the now-defunct buying group Key Lekkerland, has joined AF Blakemore in the newly created position of sales director for the Spar distributor's wholesale division.

Liptrot has worked in wholesale for more than 30 years and at AF Blakemore his main role will be to help the company expand its delivered business into a national outfit to rival P&H and Booker.

AF Blakemore's C&C business currently has a turnover of about £200m, of which about £30m is delivered. Sam Wilcox, MD of Blakemore Wholesale, said he hoped the delivered business would be worth £100m in five years and it was Liptrot's job to drive this growth. "John brings a lot of experience and knowledge to the business," Wilcox said. "We already have a national distribution network and we see delivered wholesale as a big opportunity to grow.

"We are confident that with John's vast experience, Blakemore Wholesale will make significant strides within the independent wholesale market, strengthen our offering to independent retailers and caterers nationwide and help grow the business accordingly," he added.

Liptrot said that having spent all his working life in family-run independent companies, AF Blakemore suited his experience. "AF Blakemore is a terrific company - it's a family-owned business and very professionally run," he said.

It was too early to say how the business would expand but Liptrot said he believed the delivered wholesale market had great potential for growth.

Landmark's Lifestyle Express stores were in rapid growth and there was more potential for Blakemore Wholesale to deliver to more customers from its 10 depots across the north, Midlands and Wales, he added. "It's about making sure we have the right offer to get national contracts. We are looking for convenience, forecourts and businesses that suit our model.

"The march of the multiples will continue but the cream of the independents will survive and it's our job to help them by providing the right offering."