The Wholesale Group adds to own-brand with new coffee range
New range gives independent wholesale members a clearly tiered solution to support customer demand for quality coffee across retail, catering and foodservice channels
Designed to help members trade customers through different quality and price points, the new new CHEF Approved and CHEF Prestige coffee range provides a structured coffee offer spanning value-driven blends through to premium, certified and decaffeinated options — enabling wholesalers to support a wide variety of end-use occasions without unnecessary SKU complexity.
Coffee remains one of the most resilient and frequently purchased categories across wholesale, with demand extending beyond traditional foodservice into retail, forecourt, workplace and hospitality-led customers. The CHEF Approved and CHEF Prestige ranges have been developed to help members capture this demand with dependable products that deliver consistency, recognisable flavour profiles and strong cost-in-use credentials.
The range comprises five core SKUs, each developed to fulfil a distinct role within a wholesale coffee fixture:
- CHEF Approved Barista Coffee Beans (6 x 1kg)
- CHEF Prestige Espresso Beans (6 x 1kg)
- CHEF Prestige 100% Premium Arabica Coffee Beans – Rainforest Alliance Certified (6 x 1kg)
- CHEF Prestige 100% Premium Arabica Beans DECAF (10 x 500g)
- CHEF Prestige 100% Premium Arabica Filter Coffee – Rainforest Alliance Certified (1 x 60 x 60g)
Across the beans range, yield and portion guidance is based on standard espresso dosing, helping wholesale customers manage cost-in-cup while maintaining consistent quality.
Selected CHEF Prestige lines carry Rainforest Alliance certification, allowing members to offer a recognised sustainability cue through the on-pack green frog seal — increasingly valued by both retail shoppers and foodservice customers.
Richard Ellison, Own Brand Manager at The Wholesale Group, said: “For our members, coffee needs to work commercially as well as operationally for their customers. This range has been designed to provide a clear step-up structure — from value-focused blends through to premium and certified options — making it easier for wholesalers to support different customer needs while protecting margin and keeping ranges simple.”
The range is available exclusively through The Wholesale Group’s nationwide network of independent wholesale members. For more information visit The Wholesale Group website.
coffee own brand Richard Ellison The Wholesale Group