FWD unveils new trading name and launches FWD Academy

The FWD, whose official name remains the Federation of Wholesale Distributors, now operates under the trading name of Food & Drink Wholesale UK to give a better reflection of the organisation’s focus.

The branding change was confirmed at the organisation’s recent conference, FWD Live! 2025 in Stratford-upon-Avon, and the one-day event brought together nearly 400 wholesalers, suppliers and stakeholders from across the supply chain for a day of future-focused insight, innovation and collaboration.

In addition to a programme of presentations on the economy and foodservice and retail trends, the event included the official launch of the FWD Academy – the next phase of FWD’s Diversity in Wholesale initiative.

Baroness Sayeeda Warsi: ‘The announcement of the Academy and its forthcoming programme of training and learning is necessary work at a critical time.’

The FWD Academy is a year-long programme designed to help businesses embed inclusive leadership and workplace culture, moving beyond one-off DE&I activities to create sustainable, sector-wide transformation.

Delivered in partnership with Elevo, the Academy offers a structured programme featuring:

• Core learning modules on inclusion and leadership

• Sector insight sessions linking learning to wholesale-specific challenges

• Cascade tools to drive internal engagement

• A calendar toolkit to activate key DEI moments year-round

• Certification and impact reporting on completion

Access is exclusive to FWD’s Diversity in Wholesale sponsors, now known as partners, who can offer the programme to all employees across their organisations, including their grocery teams, to deepen wholesale understanding and promote cross-functional learning.

Participants will engage with the Academy via an online hub, providing access to training materials, webinars, interactive tools, and a collaborative community.

Baroness Sayeeda Warsi supported the introduction of the FWD Academy, saying: “Diversity isn’t just a nice thing to have; it’s an essential business component and it helps deliver the best results. Leadership matters, and the work of FWD and Elevo has been doing that, and the announcement of the Academy and its forthcoming programme of training and learning is necessary work at a critical time. It’s brave and it matters.”

Lyndsey Cambridge, head of external affairs at the FWD, added: “The FWD Academy is a game changer for the wholesale sector. We’re launching the FWD Academy to spark real, lasting change. This initiative is about more than just learning; it’s about creating a sustainable culture of inclusion and leadership, firmly putting people at the heart of wholesale. This boils down to recruitment and retention, and how we as a trade association can support our members to stay ahead of the game when it comes to attracting the best people – and then keeping them! In this climate, businesses need to utilise all levers available to stay ahead. The Academy is set to be an essential tool in the wholesale armoury.”

The pilot programme launches on 17 July and runs through to December 2025, with a Parliamentary launch planned for autumn at the House of Commons. A full rollout is scheduled for January 2026.

Among the business presentations at FWD Live! 2025 was Henry Curr, economics editor at The Economist, who examined global and domestic trends in ‘The Economic Crossroads’, giving delegates a clear-eyed view of what lies ahead for the UK economy.

In addition, entrepreneur Luke Johnson, known for his leadership of Pizza Express and Channel 4, inspired delegates with a call to embrace risk, innovation and resilience. Sharing the journey of Gail’s Bakery from wholesale roots to retail success, he highlighted the value of vertical integration, hands-on leadership, and evolving with customer demands. Johnson urged businesses to stay restless, citing how adversity, such as the pandemic, can drive reinvention. He celebrated entrepreneurs as drivers of innovation and growth, characterised by energy, ambition and relentless will.

With experience in hospitality, food and drink, Johnson emphasised the sector’s power to excite, adapt and lead, noting a rising consumer obsession with food. In a challenging economy, he called on business leaders to stay optimistic, creative and courageous, arguing that the UK’s future prosperity lies in the vision and grit of its entrepreneurs. “The only scarcity,” he said, “is human will and the courage to act, and keep going, despite adversity.”