The Wholesale Group has confirmed the return of its CHEF Approved roadshow for 2026, with ‘Mabel the Buzz’ set to visit foodservice wholesalers across the UK, Ireland and the Channel Islands as part of an expanded member engagement programme.
The year-long schedule will see the team travel from Portsmouth to Inverness, as well as visiting Ireland and Jersey, combining member depot visits, trade show support and appearances at official events hosted by The Wholesale Group to strengthen awareness and understanding of the CHEF Approved own-brand range.
Following visits to around 25 wholesalers in 2025, proposed 2026 stops include Holland Bazaar, Food Options and JMP Foodservice, alongside further member depots to be announced throughout the year.
The roadshow is designed to support members’ sales and purchasing teams, providing product knowledge, tasting opportunities and insight into how CHEF Approved is positioned within the wholesale channel. Sessions focus on giving teams the confidence to sell their own brand, while highlighting the wider marketing and technical support available behind the range.
New for 2026, The Wholesale Group is extending its support to member trade shows, with recent appearances already completed at Waterside, SJB Foods and McCartney Food Service, and further activity scheduled in the coming months. The programme will also spotlight recent brand launches, including CLEAN Solutions and CORE Juices, alongside CHEF Approved core lines and CHEF Prestige coffee beans.
Although CHEF Approved is less than a year old, The Wholesale Group reports a steady increase in member uptake, supported by insight from TWC data and growing visibility across members’ marketing materials and online platforms.
The 2026 roadshow will be led by Richard Ellison, Own Brand Manager, alongside Cezary Chmiel, Technical Manager. Richard Ellison said: “CHEF Approved is much more than a logo on a box. The roadshow allows us to work directly with members’ teams, build confidence in the range and help them take their own brand to market with pride, backed by a full support package.”
The roadshow vehicle, Mabel, is a fully electric Volkswagen ID. Buzz, supporting The Wholesale Group’s sustainability commitments by reducing the programme’s carbon footprint.
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