Welcome to the February issue of Wholesale Manager. A Birmingham-based wholesale business is set to transform the lives of children with cancer and their families as it funds a new breakthrough fellowship. Lioncroft Wholesale, with cash and carry depots in Aston and Smethwick, created the Lioncroft Foundation to support charitable initiatives locally and around the world. Founded by CEO Jason Wouhra, wife Daali and family from Lioncroft Wholesale, the Lioncroft Foundation has made a major donation to The Cancer Awareness Trust which has enabled it to appoint a dedicated Childhood Cancer Specialist – Lioncroft Fellow, in collaboration with Solving Kids’ Cancer UK, a leading childhood cancer charity.


Unitas Wholesale has unveiled a fresh new look, feel and name for its annual trade show, taking place in Liverpool on 6th – 7th March this year, connect24. connect24 will focus on the importance of connecting Unitas members to their supplier partners, providing invaluable opportunities to build and develop relationships that will drive growth throughout 2024 and beyond.

Brakes, the UK’s leading wholesaler, has announced that more than 10,000 customers have now signed up to the innovative mybrakes rewards, as it celebrates its first anniversary. As well as benefiting from personalised promotions, myBrakes rewards has seen customers earn more than £2.5m in cashback. For each cashback redemption, Brakes funds tree planting via a certified reforestation programme with more than 23,000 planted in the year.

Since the day it first opened its doors in 1988, Harvest Fine Foods has had a passion to deliver fantastic local produce, great variety and real value, all ethically sourced. Harvest prides itself in supporting local growers and businesses of all sizes. In a Focus on Foodservice interview, Sarah Hall-Attah, Head of Sales at Harvest Fine Foods, tells Wholesale Manager her goals for what she wants to achieve in the role and how the wholesale industry has changed in recent years.

Parfetts is one of the largest independent retail wholesalers in the UK, with a turnover of over £570m a year, giving the company the buying power it needs to deliver exceptional value for its retailers and their customers. As an employee owned business Parfetts is committed to helping independent retailers grow and thrive. Gurms Athwal, Trading Director, Parfetts, tells our Who’s Who in Wholesaling what his goals are and how the wholesale industry has changed in recent years.

Sustainability is increasingly important to wholesalers and retailers. In fact, a JTI UK survey found that 93% of wholesalers view sustainability as a priority for their business. Tim Heathorn, Wholesale Convenience & Gas Sector Manager, JTI UK speaks to Wholesale Manager about the actions they are taking to minimise the environmental impact of their operations, and what wholesalers should be considering when it comes to sustainability.

Enjoy reading the issue.


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