JTI has recognised the effectiveness of Parfetts tobacco operations in a national scheme. The wholesaler’s Stockport depot won best in the UK for its merchandising.

The tobacco company thanked Parfetts for its proactive approach to both the menthol ban and the Covid-19 crisis with sales up 32% on cigarettes and 76% on roll your own tobacco through the promotional period.

JTI ran an incentive across the UK to inform retailers about the menthol ban and launch of eight cigarettes with new blends. Wholesale depots were encouraged to merchandise their tobacco rooms and engage retailers with the product launches.

Natalie Campbell, online manager at Parfetts, said: “Many depots took part in the scheme throughout the UK. Our colleagues worked hard to create some fantastic displays and engage customers in the tobacco rooms, on the website and through digital channels.

“Parfetts Stockport stood out by getting everyone involved in the promotion and going the extra mile to engage retailers with the latest offers. We are proud of our colleagues’ positive attitude to always go the extra mile for our customers.”

Parfetts become an employee-owned company in 2008, at the heart of the decision was a desire to build a sustainable business with engaged employees.

Everyone in the business contributes to and plays their part in the business strategy and is rewarded with an annual dividend plus sales target bonus.

Parfetts believe as an employee-owned business, it consistently outperforms the market with a customer-focused approach.

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