Sterling Supergroup: A true cooperative

BUYING GROUPS

In its 60th anniversary year, Sterling Supergroup’s Chief Commercial Officer Daniel Larkin explains that Sterling is defined by its collaborative and member-centric approach

Sterling Supergroup is well-known for its member-centric community, and with this at its core, the group has propelled itself to its 60th anniversary. With this as our starting point, we set ourselves apart from other buying groups by having our wholesalers prioritise each other’s unique needs rather than simply aggregating spend. This commitment to mutual support is what makes Sterling a true cooperative, defined by collaboration that remains unmatched in our sector.

As global market disruptions continue to affect day-to-day trading, it is this sense of community that keeps businesses resilient. As a group, members draw upon one another’s experience, making exchanges smoother, more informed and more beneficial.

For decades, buying groups have focused almost exclusively on product cost. With 60 years of member understanding behind us, we know that competitive pricing is just one part of what a wholesaler needs from its group head office. Today, we place equal emphasis on services and support that help members grow with confidence.

This summer, in partnership with TWC Group, we will launch Sterling Sphere; a major step forward in strengthening how members and suppliers work together. Sphere unlocks the power of our wholesale data to provide a clearer view of opportunities across the group and within each member business. By choosing TWC Group as our data partner, we can provide shipment data in a way that is more accessible, actionable and growth-focused.

OWN LABEL

Over the past 12 months, more members have taken on Sterling Caterers Essentials, our exclusive own-label range of essential products at exceptional prices. With a 21% increase in member category listings, the range demonstrates the value of distinctive group branding and its ability to help members stand out in a crowded market.

Members know that the more they support the range, the greater the benefits for the entire group. Although our own-label range is award-winning and exceptionally priced, we recognise that each member is unique.

They require the flexibility to make decisions tailored to their business needs, free from constraints imposed by a head office to meet compliance levels.

In January this year, we introduced a new event, Sterling CONNECT, designed for focused supplier and member networking. Our Spring Show in March and our annual conference in September are also shaping up to be standout moments for the group, offering suppliers the chance to showcase their products to members while joining us in celebrating our 60th year.

With our Sterling community in growth, six decades of shared knowledge behind us and an award-winning own-label range all on offer, we are excited about what lies ahead. As we look forward, our focus is on expanding our membership and strengthening our access to technology and information, while ensuring that our not-for-profit group members’ needs remain at the centre of every decision we take.

ANNIVERSARY FUNDRAISING CHALLENGE
To mark Sterling’s 60-year milestone, its head office and members are aiming to raise a combined £60,000 for three deserving charities: Hospitality Action, Action Against Hunger and FoodCycle.

As part of this effort, they will take on the National Three Peaks Challenge in just 24 hours.