Sugro hosts business convention and launches AI Accelerator Workshops

Sugro UK’s overseas business convention, which recently took place in Zimbabwe and Botswana, brought together more than 80 members and suppliers for a mix of formal and informal one-to-one business sessions.

This event marked a milestone for the group, with around 12 million cases purchased during a three-month incentive period.

Yulia Petitt, head of commercial & marketing, reported that Sugro has had 19 consecutive years of growth and has achieved year-to-date growth of 6% compared with the same period in 2024.

“With some excellent business opportunities being discussed between members and suppliers during the convention trip, there is no doubt that the group will continue with its strong performance this year,” she said.

Beyond business discussions, Sugro UK extended its impact through a charitable initiative tied to the location of this year’s convention. As part of its commitment to giving back to the communities hosting its events, Sugro UK, alongside Red Bull, Coca Cola Europacific Partners, Suntory Beverage & Food GB & I and AG Barr, made a significant donation to support the CSR Project Zimbabwe.

Money given to the charity Children in the Wilderness will be used to fund a classroom and teacher for the local area. In addition to the donation, delegates met local children at the Dusty Road Venue where each child was given a backpack of essential supplies such as toiletries.

Emma Senior, managing director at Sugro UK, commented: “Our 2025 Convention has been one of our most successful yet.  With a mix of members and suppliers coming together to further foster relationships, whilst driving fantastic incremental volume to the group, this truly is our event of the year.  The CSR contribution at Dusty Road with the local children was truly memorable.  I would like to personally thank those suppliers who supported us in the charitable contribution.”

In other news, Sugro UK has launched AI Accelerator Workshops.

Sugro UK wholesale members will receive targeted AI consultancy to help them find new ways to drive sales and greater return on investment and productivity.

Launched in partnership with b2b.store, the programme will be subsidised by Sugro head office to encourage AI adoption in the buying group and provide tangible outcomes that can be implemented quickly and easily.

Consultations will be done with individual wholesalers to ensure solutions are tailored to their specific needs and are intended to spark ongoing projects rather than simply a single workshop.

Emma Senior, Sugro’s MD, commented: “This is a very exciting new chapter for Sugro. In an area that is difficult to navigate, we are partnering with b2b.store, who are able to provide bespoke solutions to our members. I am very much looking forward to the results and developments these workshops can provide.”

Head of commercial & marketing Yulia Petitt added: “The big challenge for wholesalers is grasping what they need to know that’s relevant to them and how to put any ideas they have into action, which is where b2b.store’s wholesale industry and AI knowledge combine to make them the perfect partner.”

The Sugro AI Accelerator was inspired by a session b2b.store delivered independently with Sugro member Ramsden International in October.