FWD column: A sector powered by people
If there’s one truth that defines our sector, it’s this: wholesale is, and always has been, about people, says James Bielby, FWD CEO
Wholesale is, and always has been, about its people. The people who get up at the crack of dawn to load lorries. The account managers who build lifelong customer relationships. The small business owners who depend on wholesalers to stock their shelves or provide their menus. The people behind the scenes: the planners, innovators and the data crunchers who keep the whole operation moving.
That’s why the launch of The FWD Academy at our recent FWD Live! conference isn’t just another initiative. It’s a defining moment in how we support and shape the future of our workforce. Because the future of wholesale doesn’t just depend on tech or margins or regulations, it depends on culture. And an organisation’s culture, at its core, is about people.
The FWD Academy is a 12-month programme that puts people front and centre of business thinking. It’s not a one-off workshop or a checklist to tick but rather a sustained, year-round journey that brings DEI to life across every layer of business operations.
Why now?
Because while our sector has proven time and again that it can weather disruption, we know that the next wave of resilience will come from within. And we also know that inclusion and leadership are inseparable. The businesses that thrive will be the ones that attract, retain and empower the very best talent. And talent comes in every form, background and lived experience.
Through four core learning modules, industry insight sessions, team engagement resources and campaign toolkits, the Academy equips our members with the tools to build inclusive workplaces, not just because it’s the right thing to do but because it’s the smart thing to do.
Cultural change
Delivered with the support of our DEI partners Elevo, the Academy supports our Diversity in Wholesale partners to take ownership of cultural change and embed it into the everyday. From the boardroom to the warehouse floor, it offers real-world guidance, practical actions and a community of peers to share the journey.
It’s hosted on a bespoke digital platform, meaning access is flexible, intuitive and built around the needs of modern businesses. At its heart, this is a response to a very real challenge: how do we make wholesale a destination career? In a competitive labour market, we need to give people a reason to choose this sector, and a reason to stay. That comes down to culture. Employees want to feel they belong, they’re valued and can progress.
The Academy enables our members to build exactly that environment, regardless of size or starting point. For suppliers, it opens up a new understanding of the wholesale channel and builds deeper alignment with our ways of working. For wholesalers, it’s a powerful step towards building sustainable, people-first organisations.
What excites me most about the Academy is that it’s sector-led. It’s something we, as an industry, have built for ourselves, with insight, ambition and unity.
Diversity in Wholesale was always about more than a slogan. With the launch of The FWD Academy, we’re turning that ambition into action. We’re offering not just words but real, sustained impact. Because, ultimately, the strength of our sector lies in its people, and the future belongs to those who include, empower and elevate every one of them.
Diversity in Wholesale Elevo FWD Academy FWD column James Bielby
