FWD to lead Women in Wholesale initiative

FWD has confirmed it will formally lead Women in Wholesale from January 2026, bringing the initiative fully into its Diversity in Wholesale programme

Women in Wholesale was founded in 2015 by Elit Rowland and, for the past five years, has been delivered in close partnership with Food & Drink Wholesale UK (FWD). During this time, FWD has provided full funding for the initiative and has been responsible for its operational delivery, governance and event programme, working alongside Elit and the Women in Wholesale steering committee to ensure continuity and impact.

The move formalises an existing arrangement and secures the long-term future of Women in Wholesale under FWD’s leadership, embedding it fully within the organisation’s wider work to support leadership, wellbeing and progression across the wholesale sector.

Over the past decade, Women in Wholesale has delivered a range of highly regarded initiatives including its annual Speed Mentoring event, Coaching Academy, and peer-support networks such as the Menopause Café and Wellness Group. In 2018, it was recognised as Best Business Initiative of the Year at The Grocer Gold Awards.

Since 2021, Women in Wholesale has operated as part of FWD’s programme and formed a key part of its Diversity in Wholesale initiative which launched in 2023. The transition was announced at the FWD Gold Medal Awards 2025, where Elit Rowland was presented with a Special Recognition Award in acknowledgement of her role in founding and shaping Women in Wholesale.

Elit Rowland said: “I am incredibly proud of what Women in Wholesale and the SteerCo have achieved over the past 10 years. Working in partnership with FWD over the last five years has allowed the initiative to grow, reach more people and deliver real impact for the sector. This transition feels like a natural next step, and I am confident Women in Wholesale will continue to thrive under their leadership.”

FWD Chief Executive James Bielby added: “Women in Wholesale has been an important part of FWD’s work for several years, and this move reflects the role we already play in funding, delivering and shaping the initiative. We are committed to building on the strong foundations already in place, ensuring Women in Wholesale continues to support leadership development and positive change across our sector.”

Members of the Women in Wholesale community will continue to receive updates and invitations as the programme moves forward under FWD leadership.

Diversity in Wholesale Elit Rowland FWD James Bielby Women in Wholesale