Booker is the UK’s leading food and drink wholesaler. The company’s relationship with customers is maintained through its sales team who are able to listen to the concerns of customers and provide support.
The wholesaler has recently refreshed its own brand catering portfolio under the Chef’s Essentials, Chef’s Menu and Chef’s Premium brands.
Karen Poole, Head of Own Brand at Booker, tells Wholesale Manager what the most rewarding part of her job is and what her long-term goals are.
What does your current role involve?
As Head of Own Brand, I’m responsible for the strategy, development and management of Booker’s own-brand portfolio across catering and retail food, drink and non-food.
My role covers everything from working with our internal cross-functional teams to driving product innovation, quality, consistency and value, through to packaging design and collaboration with our supplier partners. I also work closely with our marketing and commercial teams to ensure we’re developing solutions that address the real challenges our customers face in today’s competitive retail and foodservice landscape.
One of the aspects I particularly enjoy is working with our talented team who bring decades of experience and knowledge. Together, we tap into current food and market trends to stay aligned with the evolving expectations of our customers.
What is the most rewarding part of your job?
For me, there’s nothing quite like seeing a product on the shelf that truly solves a problem for our customers – knowing we’re making a real difference to their businesses.
I’m also incredibly fortunate to work with people who are genuinely passionate about what we do. Our team is full of joy and enthusiasm, whether it’s perfecting the exact balance of ingredients or fine-tuning a recipe until it’s just right, everyone brings that same level of care and attention to detail.
What are your long-term goals for Booker, and what would you like to achieve with them?
Our long-term goal is to strengthen our position as a trusted retail and foodservice partner, and our own brand portfolio is the product manifestation of this; it’s how we enable and support our customers in practical, tangible ways.
That means growing our own brand portfolio in a way that truly empowers caterers in the kitchen and helps retailers deliver value through quality, innovation and choice. We want our products to communicate these key messages every time a customer reaches for them – we’re working alongside them, and we’re committed to helping them succeed.
Every decision we make is grounded in insight, ensuring we’re helping our customers stay competitive and creative in an ever-changing retail and foodservice industry.
How is Booker performing?
Our teams always have an ear to the ground so we can learn and adapt to help the sectors to thrive in a difficult environment. What sets us apart is our unique relationship with customers through our sales teams and branches – we’re hearing firsthand their experiences, whether that’s shifts between dine-in and takeaway, cost pressures, or where operators and retailers need different support. We’re mindful to always remain connected to the reality of the retail and hospitality sectors and the experiences of our customers.
How far is the geographical reach of your business?
Booker’s branch network covers the UK from the far north of Scotland, for example the Inverness branch, down to branches on the south coast such as Brighton. This means we can serve independent retailers, caterers and foodservice operators right across the country.
Please tell us about Booker’s own brand range.
We have refreshed our own brand catering portfolio under three newly created catering brands – Chef’s Essentials, Chef’s Menu and Chef’s Premium. Each has their own stylish new brand identity and positioning, giving chefs and operators three clear pricing tiers.
This refresh is about much more than new packaging – it’s about truly understanding our customers and what they need in their kitchens. We see ourselves as a partner in the kitchen, and we have carefully considered the flavours operators need, the trends influencing their menus, the simplicity of the serve required and if products work better as pre-cut into individual portions or whole items.
We’ve recently transformed and relaunched our chips, desserts and sauces ranges with new formulations, price points and product variety to give chefs and operators more choice and greater versatility.
We’ve also launched CaterPro to help our customers navigate the complex world of disposables, which is becoming increasingly legislated. We recognise we have a role to play in creating transparency in this space, helping operators make informed choices while meeting their operational needs.
Will you be launching any new own brand products over the coming year?
This is an ongoing transformation and our teams are working to refresh and relaunch some of our other key categories in 2026 and beyond – so watch this space!
Going forward we’ll be reviewing every product to ensure each one is truly useful, shows value and really earns its place on the shelf. We already serve thousands of UK businesses who trust us, and our objective is to deepen that trust by continuing to deliver products that help them to thrive.
How digital is your business, and do you offer any IT support for your members e.g. ordering apps, online support, delivery tracking?
Booker has made significant strides in digital innovation and we’ve recently relaunched our website and app to deliver a faster, smarter, and more intuitive experience. Features such as personalised homepages, visual shopping lists, product recommendations, and enhanced search functionality now make it easier for customers to browse and order online, whether on desktop or mobile. Our platforms also provide quick access to delivery details, one-click add-to-basket and saved basket functionality, helping customers save time and order with confidence.
For our members, this digital transformation is backed by dedicated IT support and training, ensuring they can make the most of the tools available. Beyond ordering, our insights and inspiration hub offers practical resources, trend ideas, and inspiration to help businesses grow and stand out.
How many products does your business supply and what categories do you cover?
We stock thousands of product lines and beyond this we have a variety of services. This includes a dedicated butchery; fresh, chilled and frozen food ranges; beers, wines and spirit; soft drinks; store cupboard items, dry goods and non-food supplies.
We also offer over 2,000 premium spirits, wines, keg, craft and packaged lagers and ciders from our on-trade premium drinks partner, Venus Wines and Spirits Merchants. We are a one-stop solution for caterers and retailers, so anything they need, it’s likely we stock it. Customers can access these products through our branches, online click and collect and delivery service, giving them flexibility in how they shop with us.
How do you support customers with allergen and nutritional information?
Allergen management is extremely important to us. We make allergen and nutritional information clear and accessible to help our customers serve confidently, while making safe and informed product choices. Booker provides its catering customers with free access to Erudus, a tool that provides product detail such as allergens and nutritional information, helping them to stay compliant.
What advice do you have to help foodservice operators increase profits?
As well as great products that help manage costs and grow sales, Booker also provides services that can help cut costs across the full end to end operation. One such example is energy, which is one of the biggest cost pressures for operators right now. Here, we help customers explore solar installations with no upfront costs, as well as free-to-fit EV chargers that can create an additional revenue stream.
Waste management is another key area. With so much new legislation coming in, our partners offer Booker members up to 11% off waste collection, and our free oil recycling service pays operators £6 for every 20 litres collected.
On the operational side, small efficiencies add up. As part of our ongoing commitment to help customers save more, we have a variety of added value services available – through our Booker Fast Food Club and On Trade Club, members can access exclusive pricing on everything from products to fixtures and equipment.
How has the wholesale industry changed in recent years?
The way foodservice and retail businesses operate has fundamentally shifted in recent years. For example, five years ago, ghost kitchens barely existed. Looking at our customer base today, they are a significant part of the hospitality industry, alongside traditional restaurants adapting to much higher takeaway volumes as eating habits have shifted since the pandemic. The variety of service models has expanded dramatically, and we’re navigating these changes with our customers.
Consumer expectations have shifted in parallel. There’s a much greater focus on sustainability, transparency around where fresh food comes from, and overall health consciousness. Digital tools and online ordering platforms for operators are no longer optional; flexibility and speed are essential.
Website: www.booker.co.uk
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