“When we invest in small, socially conscious businesses everyone benefits”

10 July 2026

Avanti West Coast’s Sustainable Procurement Manager, Francesca Siena, reflects on how a unique initiative hosted in partnership with one of its suppliers can help deliver a far-reaching impact across the West Coast and beyond.

As a responsible business, we’re committed to making a positive impact on society and the environment. Within the Procurement team, my role is to work with our suppliers to make a difference.

Last year, we launched our Supplier Sustainability Contest, bringing together partners to generate ideas that could create social value or reduce environmental impact. It was the first time we had engaged with suppliers solely on sustainability.  

The winning idea came from our food and beverage procurement provider, Foodbuy Group - ‘Pitch Social’, an initiative giving sustainable suppliers the opportunity to showcase products for our onboard menu, inspired by a similar event they had previously delivered.

It stood out for combining social impact with commercial opportunity. Together, we brought the idea to life as a successful event – giving small businesses a platform to grow, while bringing a novel approach to our catering supply chain. It also marked the first time Foodbuy Group had partnered with a customer in this way.

While our partnership with Foodbuy Group has focused on delivering quality, value, innovation and operational excellence, Pitch Social added a new dimension by creating social value through supplier engagement.*

Participants brought fresh perspectives, unique products and inspiring business models. By creating direct dialogue between suppliers and decision-makers we accelerated collaboration and unlocked both social and commercial value.

The event sparked meaningful conversations, with attendees finding it refreshing to hear from suppliers and the stories behind their products.

The initiative highlighted the importance of looking beyond traditional procurement channels. It encouraged proactive engagement with smaller, purpose-led businesses and new ways to diversify our supplier base – putting social value considerations alongside commercial and operational priorities.

Small businesses are often at the forefront of innovation and community impact. By creating opportunities for them, we can help foster growth, and support enterprises making a positive contribution to society.

A great example is Half the Story – a social enterprise creating supportive jobs for people facing barriers to employment. After a successful pitch to representatives from Avanti West Coast and Foodbuy Group, their biscuits are now on sale our trains. We’re not just serving a product onboard – we’re sharing its story and the positive impact it has. That makes me incredibly proud and shows what initiatives like this can achieve.

Partnering with Foodbuy Group around a shared purpose allowed us to combine their expertise with our food and beverage proposition and sustainability ambitions.

Pitch Social shows procurement can be much more than buying products. It can create opportunities, support communities, strengthen responsible sourcing and enhance the customer experience. When we invest in small, socially conscious businesses, everyone benefits.

*£436,3907.93 of social value was created as calculated using the Rail Social Value Tool against the Social Value Standards 2024 and aligned to HM Treasury’s Green Book principles.

Images (top to bottom): Small businesses who took part in the Pitch Social initiative to become a supplier on the West Coast Main Line; Francesca Siena, Sustainable Procurement Manager at Avanti West Coast, speaks to a business at Pitch Social; Francesca (centre) listens to businesses pitch their product; Francesca speaks to Half the Story at the Pitch Social event; Half the Story, a social enterprise, present to attendees during the Pitch Social event; Half the Story, who employ people facing barriers to work, were successful at pitching and now supply biscuits for Avanti West Coast's onboard shop.