Sterling Supergroup has largely flown under the radar for a couple of decades, but with chief commercial officer Daniel Larkin (pictured) now leading the organisation, that is already changing.

Cash & Carry Management spoke to Larkin about how he is elevating the group’s presence in the market place and adding further value to its services for both members and suppliers:

You joined Sterling Supergroup in February 2017 as a buyer. What roles have you had since then, and what did you do before moving to Sterling?

After leaving college, I worked at JJ Foodservice for four years, latterly as procurement manager. That gave me the tools to become a buyer at Sterling Supergroup. In the interim, I spent five-and-a-half years with Fuerst Day Lawson, an international food ingredient specialist.

Here at Sterling Supergroup, I progressed from buyer to head of group purchasing early in 2024; later in the year I was appointed chief commercial officer (CCO). In this capacity, as well as managing our head office team of six people, I oversee all purchasing operations for the business and work closer than ever with our members.

My journey has been one of continuous growth and learning, and I am dedicated to driving Sterling Supergroup forward.

How many wholesalers are members of Sterling Supergroup and what is the combined buying power?

We have 33 members with a combined £500 million turnover. Our membership includes new recruits Golden Glen and Mason Food Service. Based in Northern Ireland, Golden Glen is key wholesaler and distributor to the fast-food industry, while Mason Food Service is located in Leicester and delivers to a wide range of catering and foodservice businesses.

What are your plans and priorities for the group?

Our members are our top priority, and we see them as much more than numbers. Since becoming CCO I’ve met with each of our 33 members either in person or virtually, with many being visited at their own warehouse.

To ensure that our members’ unique needs and group expectations are met, we actively engage with them on an individual and group level. This personalised approach allows us to understand and better support our members, ensuring a strong sense of community and trust.

As we look to the year ahead and beyond, Sterling Supergroup’s goal is to drive growth through knowledge, technology, and purchasing power. Growth is essential, whether achieved by enabling our members to thrive using the tools provided by Sterling Supergroup or by increasing our membership base.

This expected growth benefits our members and strengthens the overall value of Sterling Supergroup to our suppliers.

Are there any immediate changes you have already made/plan to make?

At this year’s Spring Show (11 March), for the first time we are offering our members an exclusive gift – a discount voucher to use on Sterling Caterers Essentials products. We are offering up to £500 on any new item or one not purchased by the member in 12 months.

Over the past six months, we’ve introduced more than 20 new Sterling Caterers Essentials lines. Like the rest of the range, these are essential products at exceptional prices. Our members can explore and purchase these new additions and hundreds of other lines with complete confidence.

We will also be investing in technology. By implementing advanced technologies we will streamline operations, improve member service, and enhance our market read. Using new data information alongside our already strong relationships will ensure Sterling Supergroup is best positioned to lead our members and drive sustainable growth for the future.

In addition, our monthly member meetings have recently been transformed by offering detailed insight into Sterling Caterers Essentials’ performance and introducing supplier presentations. This knowledge sharing allows us to build on our forward-thinking approach to foodservice and keeps us on top of market trends.

How important is the Sterling Caterers Essentials range and are you planning to develop it further?

The principle of Sterling Caterers Essentials is to offer essential products at exceptional prices. This range currently includes nearly 300 items. In the past six months, we have successfully introduced 20 new product lines and are actively discussing adding more. This continual expansion ensures that our range remains dynamic and responsive to market demands.

Each product within the range has earned the confidence of our members’ customers. Our portfolio continues to grow in terms of the number of lines requested by members, and the total spend also increases year on year. This is a testament to the consistent quality and value that our products deliver, which has been recognised in the last year with multiple industry awards.

Our members have the flexibility to choose from this extensive selection based on their specific needs, without any obligation to take all products. However, we encourage them to take advantage of as many products as possible to maximise their benefits and offer reliable and affordable options to their customers.

With all the movement in the buying groups sector, how confident are you that Sterling will be able to retain existing members and attract new ones?

Change is a constant in the buying group sector, driven by technological advancements, shifting consumer demands, and competitive pressures.

With nearly 60 years of experience, we at Sterling Supergroup are confident in our ability to navigate these changes by being proactive and adaptive in our strategies.

We prioritise strengthening our relationships with both members and suppliers individually and leveraging data-driven insights as well as staying aligned to industry developments.

This approach not only helps us retain our existing members but also puts us in a strong position to capitalise on new opportunities.

By having a collaborative and forward-thinking approach, we ensure that our group remains attractive and valuable, leading to sustained growth and success.

Our commitment to these principles will naturally result in a bigger and stronger membership base.

What do you see as the strengths of Sterling Supergroup? Does Sterling have a USP?

Our USP starts with our organisation being not for profit, meaning that all our profits go back to our members, and this is combined with our buying power, six decades of experience, and extensive award-winning Sterling Caterers Essentials product range.

The group’s size and structure give it the speed and agility needed to respond to market fluctuations.

Regular video calls and in-person meetings and close communication between members and the head office result in a powerful, informed team that can quickly adapt to any change.

By leveraging these strengths, the group will continue to provide value to its members, ensuring long-term success and growth well beyond our 60th anniversary next year.

How do you intend to elevate Sterling Supergroup’s presence in the market place?

We are enhancing our marketing and branding efforts for Sterling Supergroup and our Sterling Caterers Essentials range.

We have begun implementing a new marketing strategy and are excited about the opportunities this will bring. Our new approach focuses on enhancing brand perception and providing valuable marketing tools to our members.

We’ve reviewed and expanded our brand guidelines, setting a solid foundation. Key initiatives include strengthening our brand image through consistent messaging, launching a redesigned website, and participating in industry discussions.

We already run a monthly promotional programme, and we’re also developing marketing tools including our new image library, and enhancing our event portfolio. Additionally, we’re preparing for our 60th Anniversary in 2026 with special events.

These efforts aim to elevate our brand and deliver tangible benefits to our members.

What events do you have coming up for members and suppliers this year?

Our Spring Show, to be held on 11 March in Nottingham, will be one of our biggest events yet, offering a wealth of opportunities to create and build on strong partnerships. This exhibition will be an excellent warm-up for the year, leading up to our flagship event on 24-25 September, our 59th Annual Conference & Exhibition, which will be in Gloucestershire.

We are particularly excited about our second Annual Awards, which will take place during the gala dinner at our Annual Conference. This event will recognise and honour the achievements and contributions of our members and suppliers. Last year’s inaugural awards were well received, motivating even more participation this year. It provides a fantastic opportunity to network, celebrate successes, and inspire one another.

These events provide invaluable opportunities for suppliers to showcase their products to our membership and network with members in one place.

Do you have any other initiatives to further strengthen your relationships with suppliers?

One key initiative is the recognition of our Flagship Partners. This scheme was introduced in 2022 and is offered to 16 suppliers. We will not offer this status to more than 16 suppliers as it is designed to elevate who we consider to be our very best suppliers. These trusted suppliers are celebrated for their exceptional service and are highly regarded for their quality of both products and services.

Looking ahead to next year, what’s on the agenda?

We are excited to celebrate Sterling Supergroup’s 60th anniversary in 2026. This milestone marks six decades of experience and knowledge, and we will announce our celebrations in the coming months.

We are eager to share this achievement with all our members and suppliers throughout the year, using this momentum to propel us into the next decade of success.