The Wholesale Group announces year-long CHEF Approved roadshow

The Wholesale Group has confirmed the return of its CHEF Approved roadshow for 2026.

The year-long roadshow is being led by own brand manager Richard Ellison, alongside technical manager Cezary Chmiel, and they will travel in ‘Mabel the Buzz’ – a fully electric Volkswagen ID Buzz. They will visit foodservice wholesalers across the UK, Ireland and Jersey.

The schedule will include member depot visits, trade show support, and 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 the 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.

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.

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.”