AI-powered platform removes manual new line forms, creating a single source of truth for product data and accelerating routes to market for suppliers and wholesalers.
Two leading UK wholesalers, Parfetts/Go Local and J.W. Filshill, are among the first businesses to go live with Wholepal, a new AI-powered platform designed to modernise how technical product data is shared across the grocery supply chain.
The platform targets one of the industry’s most persistent bottlenecks: the manual, error-prone process of completing and processing new line forms, which can take up to 12 weeks before a new product can go live. The same forms are typically required for minor product data changes, creating unnecessary repetition and delay.
Despite digital transformation across areas such as logistics and payments, product data sharing remains heavily reliant on spreadsheets, PDFs and manual data entry, slowing routes to market for suppliers and creating operational drag for wholesalers.
Wholepal reinvents this process entirely. Using industry-trained AI, suppliers upload their product specification documents directly to the platform, where the information is extracted, structured and stored automatically. Following supplier verification, the product data is then ready to be shared instantly and digitally with wholesale partners on the platform – removing the need for physical forms.
Wholepal was founded by Victoria Lawson, following years spent working closely with FMCG suppliers and wholesale partners. “Time and again, I saw product sales slowed down by admin,” said Lawson. “The way product information is shared hasn’t fundamentally changed in decades. It’s manual, inconsistent and outdated.”
For wholesalers, this results in cleaner data, fewer errors and dramatically faster product setup, reducing onboarding from weeks or months to minutes, while also ensuring product data remains accurate and up to date over time.
Both Parfetts/Go Local and J.W. Filshill are using the platform to streamline supplier onboarding, improve data accuracy and free up internal teams from time-consuming manual work.
Lawson said: “Having Parfetts/Go Local and J.W. Filshill go live is a hugely important milestone for us. These are two highly respected wholesalers who understand the operational realities of the sector, so to see them adopt Wholepal is a strong validation of the platform and the problem it’s solving.”
Cheryl Hope, Trading Director at Parfetts/Go Local, added: “Anything that helps us range products faster, reduce manual work and improve data quality is a real benefit. Wholepal gives us a more efficient and consistent way to work with suppliers, while supporting quicker routes to market.”
Chris Miller, Chief Commercial Officer at J.W. Filshill, said: “Product data is fundamental to how we operate, but the way it’s traditionally been shared hasn’t kept pace with the rest of the industry. Wholepal helps remove friction from supplier onboarding and data updates, giving us greater confidence in the accuracy of the information we receive while saving valuable time for our teams.”
In late 2025, Wholepal also launched what it describes as the world’s first public, AI-powered new line form generator, allowing suppliers to generate fully populated, wholesaler-ready forms directly from live product data for wholesalers not yet on the platform.
“New line forms are notoriously complex,” added Lawson. “But the response has shown just how much the industry needs a better, faster way of doing this.”
As margin pressure intensifies across the wholesale sector, Wholepal positions itself as background infrastructure rather than another system to manage, helping wholesalers range products faster, realise revenue sooner and strengthen supplier relationships.
“Our goal is to help wholesalers and suppliers get ahead, not weighed down by admin,” said Lawson. “By removing weeks of manual work and keeping product data accurate and up to date, we can help products reach shelves faster, which is a real competitive advantage across the supply chain.”
Wholepal’s ambition is to play a leading role in modernising product technical data sharing, initially across the UK wholesale market, with international opportunities a longer-term focus.
“This is about unlocking growth that’s already there,” Lawson added. “The industry doesn’t need more paperwork. It needs better systems.”
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