The Wholesale Group grew by over 40% by revolutionising their digital offering to members

Marketing

Commercial

The Wholesale Group

The Wholesale Group was formed in January 2025 as a result of bringing together the Confex and Farirway Buying Groups. One of the largest food businesses in the UK, they serve over 349,000 customers representing more than 12% of the UK Wholesale Market with a collective turnover of more than £4.4bn. They work with over 300 suppliers across all retail and foodservice categories.

Products

/products

/health

/logistic

/prices

PROBLEM

The Wholesale Group needed to improve efficiency and engagement between its 320 suppliers and 350 wholesale members. Members relied on a wide range of data to optimise their operations, including product listings, pricing, promotions, images, and specification details. However, suppliers were submitting this information through inconsistent methods such as Excel files, PDFs, and other ad hoc formats. Managing and publishing these files through the existing member portal required each member to download, organise, and archive them manually. This created significant inefficiencies, made it difficult to ensure accuracy, and led to confusion about which data was correct. In addition, the portal’s outdated interface discouraged usage and limited engagement between suppliers and members.

SOLUTION

The Wholesale Group used the Cerve API to integrate with over 300 suppliers and extract products data, NPDs,

100%

YoY increase in number of available products

380%

YoY increase in promotions

Faster supplier onboarding

Our Customers

"Delivering a sector leading digital portal for our members was a key priority for the Group. We aim to be the most technologically advanced and digitally connected Buying Group in the UK, and the ability to build Accelerate on top of the Cerve API substantially reduced our own admin and costs, in addition to driving up engagement between suppliers and members."

Tom Gittins,

Co-Managing Director

The Wholesale Group

Our Customers

Tom Gittins,

Co-Managing Director

The Wholesale Group

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