A series of briefing sessions under the title “How to Win in Wholesale” begins on January 27 with an introduction to wholesale distribution at East End Foods in Aston, Birmingham (pictured, above).
Organised by FWD, the How to Win sessions are intended to help suppliers understand the wholesale channel and build sales through partnerships with FWD members and their 400,000 retail and foodservice customers. They are offered at no cost to the Federation’s associate members. The first session is aimed at suppliers’ team members who are new to wholesale, and will give them an overview of the market and the opportunities it offers for brand growth. Bringing together the views of wholesalers, suppliers, customers and insight providers, it also gives attendees a chance to explore the cash and carry depot and see how their promotions and product activations work in practice.
Speakers for the introduction session include Simon Gray of Boost Drinks, Belle Nairac of HIM, and Jason Wouhra of East End Foods. A second event, How to Win in Foodservice, takes place at Bidvest Foodservice in Cannock on March 16, and a How to Market to Wholesale seminar follows in April. In September, FWD organises a special How to Win session for senior executives.
David Visick, director of communications at FWD, said: “The aim of the How to Win series is to help product suppliers to make the most of the terrific potential of the wholesale channel. By using the skills and experience of wholesalers and suppliers who are succeeding in this sector, we will demonstrate how investing in partnerships with wholesalers and understanding the specific needs of the customer base can open up thousands of new business opportunities.”