SWA conference promotes continuous improvement

After a six-year absence, the Scottish Wholesale Association brought back its annual conference today (5 June) to provide food for thought for wholesalers and suppliers on business opportunities and better ways of working.

Colin Smith unveils the SWA’s new logo, which supports the organisation’s refreshed purpose, mission and vision.

Held at the Ardoe House Hotel & Spa in Aberdeen, the event attracted around 150 guests and had the theme ‘Kaizen’ – a Japanese term meaning continuous improvement or positive change.

“Being part of SWA is Kaizen in action – supporting your business growth, expanding your network, and helping you develop both personally and professionally,” said chief executive Colin Smith.

Tom Slaven, president of the SWA and retail director of United Wholesale Grocers, maintained that the wholesale sector has always been remarkable for its ability to adapt and evolve.

“Through changing markets, shifting consumer demands and unforeseen challenges – most recently the global pandemic and economic pressures – the Scottish wholesale community has demonstrated incredible agility, creativity and determination,“ he said.

“Our spirit of continuous improvement and resilience is what sets us apart and will continue to drive our success as we move forward.”

He continued: “Pursuing Kaizen, we are embracing this evolution not just as a response to challenges but as a powerful opportunity to grow smarter, faster and stronger.

“The SWA itself is evolving alongside the sector, with a refreshed vision, a new logo and renewed commitment to listen and respond to the needs of our members.”

Explaining the thinking behind the new logo, Smith said: “More fitting of a modern and dynamic channel, our new logo illustrates the unique place that wholesalers occupy in the middle of the food and drink supply chain and its power to connect suppliers with end users and customers.”

The SWA rebrand supports the organisation’s refreshed purpose, mission and vision.

SWA Purpose: to be the invaluable voice of Scotland’s food and drink wholesalers and trusted partner of the food and drink supply chain, the Scottish Parliament and Government.

SWA Mission: to protect and advance its members and the sector, serving as the gateway to Scotland’s food and drink supply chain. “We speak with knowledge, honesty, and integrity, always placing our people at the heart of everything we do,” added Smith.

SWA Vision: to be the driving force behind a well-connected, skilled and sustainable, local wholesale food and drink supply chain.

As part of the SWA rebrand, the organisation will be a launching a new website this summer. “The website will be a resource platform for our members and industry to share ideas and best practice, showcase the best of our industry and signpost members to support,” Smith explained.

Scotland’s wholesale channel is a £3.3 billion industry, with over 7,000 employees across 115 depots, and 90% of wholesale operators based in Scotland are members of the SWA.

An important role of the SWA is ensuring that the industry’s voice is heard in the decisions that affect wholesale.

“Public affairs at SWA is strategic, selective and solutions-focused,” said Smith. “Part of our role is cutting through regulatory complexity to decide what really matters, and when.

“In the spirit of Kaizen, we’re always refining our approach to what we say and what we deliver: more precise targeting, better use of data and sharper messaging. It’s not about shouting louder; it’s about speaking smarter. Together, we ensure wholesale is always part of the conversation.”

Politically, the SWA is already thinking ahead to the 2026 Scottish Election – working now to ensure that wholesalers’ priorities are reflected in party positions.

Tom Slaven: ‘The SWA itself is evolving alongside the sector.’

“The Scottish Government has published its Programme for Government, effectively kick-starting the campaign. Some issues, like Single Use Cups and Alcohol Advertising, have been pushed into the long grass – and it’s likely that HFSS will follow. But we’ll be ready when they return, and they will!” added Smith.

Away from politics, the SWA is working with members on sustainability; diversity, equity and inclusion (DE&I); and training. It is also promoting strong relationships between suppliers and wholesalers through networking events and programmes like Delivering Growth Through Wholesale, and it continues to recognise and share best practice through the Achievers awards programme.

Slaven emphasised the importance of collaboration: “When wholesalers, suppliers, producers and all stakeholders work together, it shifts the dial and moves us forward. It is this collective interaction that drives innovation, opens new opportunities and strengthens the Scottish wholesale channel as a whole.”

A full report on the SWA conference will be published in the next issue of Cash & Carry Management.