The Wholesale Group visits members to showcase CHEF Approved range

The Wholesale Group has launched a UK-wide tour to visit its members and showcase its CHEF Approved own-brand range.

Clocking up the miles in ‘Mabel’, the group’s branded Volkswagen ID Buzz, The Wholesale Group’s own-brand manager Richard Ellison and technical manager Cezary Chmiel are visiting wholesale members across the UK to highlight the quality and versatility of the range, creating a range of dishes tailored to each member’s customer base.

During these visits, members can find out more about the range of products, try them and even take part in blind taste tests, as well as discover the wider support provided by the group including a full suite of marketing and sales resources.

CHEF Approved provides caterers and foodservice operators with a core range of high-quality, cost-effective foodservice products for everyday use, aimed at boosting profitability and protecting essential margins.

Ellison said: “By taking Mabel out on the road to meet with members and their sales teams, we’re showcasing how the CHEF Approved range is far more than just a logo, but a really successful, versatile range that has a full package of support behind it, including sales guides, digital assets and regular updates through our own-brand newsletter.

“Not only are members delighted by the taste and performance of these products, they can immediately see the value they bring to their customers, particularly at a time when margins are being squeezed.”

Coral Rose, joint managing director – foodservice, added: “In addition to the significant cost savings, a quality range own brand is the ultimate secret weapon for our members, creating a powerful point of difference and driving customer loyalty.

“The winning combination of performance and value is a priceless asset for wholesalers, and so this roadshow is the perfect opportunity to showcase our range, and it’s already delivering fantastic results. Absolutely nothing matches the impact of face-to-face relationships, which truly embodies the collaborative nature of the group as a whole.”