Wholesale support from the suppliers

This year saw suppliers, wholesalers and retailers all battling for sales during the recession.

Consumers’ spending and shopping habits have changed, there has been a move to buying fewer items, but more often and locally, and people are also staying at home more. All this has meant more top up shopping at the local shop for an evening’s entertainment.

This has been welcome news for independent retailers, as well the wholesalers and cash and carries that supply them.

Also encouraging has been the support that brand owners have shown for the FWD’s My Shop is Your Shop (MSYS) campaign, National Independents’ Week (NIW) and the new Walk amp; Shop initiative.

Cadbury took part in the first Walk amp; Shop event in September, which encouraged shoppers to walk to their local independent retailer. The company has also been providing a little luxury for consumers as they seem unwilling to give up their comforting treats during the credit crunch.

Imperial Tobacco has also been supporting the FWD and NIW, and has introduced new products to the tobacco category such as the JPS Silver range and Golden Virginia Yellow hand rolling tobacco.

Nestl eacute; Waters has developed the link between its Buxton brand and the England Cricket team to provide incentives within the wholesale channel. It also contributed a 20p off coupon to NIW.

Greene King, meanwhile, also has sporting links, with its Greene King IPA being the official beer of England rugby, and its Old Speckled Hen brand has benefited from sponsorship of the Dave TV channel. Greene King has also been investing in depots to help create displays.

The companies’ plans for 2010 show their continuing support for the wholesale channel and signal a bright year ahead.

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