The Wholesale Group has launched a UK-wide tour to showcase its Chef Approved own-brand range.
The wholesale buying group’s own brand manager Richard Ellison and technical manager Cezary Chmiel will be visiting members across the UK.
Members will be able to learn more about its range and take part in blind taste tests. They will also be able to find out more about the wider support provided by the group, including marketing and sales resources.
Chef Approved aimed to provide caterers and foodservice operators with “a core range of high-quality, cost-effective foodservice products for everyday use”, The Wholesale Group said.
It was first launched in May and includes around 350 products across ambient, chilled, and frozen categories. The group has “50 more in the pipeline already”, according to foodservice MD Coral Rose.
“A quality own brand range is the ultimate secret weapon for our members, creating a powerful point of difference and driving customer loyalty,” Rose said.
“The winning combination of performance and value is a priceless asset for wholesalers, and so this roadshow is the perfect opportunity to showcase our range, and it’s already delivering fantastic results. Absolutely nothing matches the impact of face-to-face relationships, which truly embodies the collaborative nature of the group as a whole.”
Ellison said: “By taking Mabel out on the road to meet with members and their sales teams, we’re showcasing how the Chef Approved range is far more than just a logo, but a really successful, versatile range that has a full package of support behind it, including sales guides, digital assets and regular updates through our own brand newsletter.
“Not only are members delighted by the taste and performance of these products, but they can immediately see the value they bring to their customers, particularly at a time when margins are being squeezed.”
It comes as The Wholesale Group edges closer towards its goal of a combined membership turnover of over £5bn by 2027.
Retail MD Tom Gittins last week told The Grocer the ambition was looking “too conservative” as the group continued to perform “ahead of the market” just nine months since its formation.
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