WholeStory - An FWD Podcast

In this latest episode, we're joined by Chloe Staniforth, winner of the Wholesale Star Award at the FWD Gold Medal Awards 2025.
As Head of Marketing at Pricecheck, Chloe shares her journey from starting out as a one-person marketing function to now leading an entire team! Entering the industry through the apprenticeship route, she discovered an early flair for creating content, and never looked back. Her story is a powerful reminder that wholesale offers real, dynamic career pathways for emerging talent.
Chloe reflects on taking every opportunity that’s come her way, from engaging in the Future Leaders Forum to building connections through the Women in Wholesale network at Food & Drink Wholesale UK. She discusses what she’s learned about leadership, resilience and backing yourself, as well as the commercial impact strong marketing can have in wholesale.
This episode celebrates ambition, modern leadership and why wholesale is full of opportunity for those ready to step forward - exactly what makes Chloe our 2025 Wholesale Star.

In this new episode of WholeStory, we’re joined by one of the most iconic names in British confectionery, Swizzels Matlow.
FWD sits down with Nici Matlow, Director, and Ben Cooper, Wholesale Controller, to explore the story behind a business that has been making sweets – and memories – for almost a century.
Nici shares what it’s like to grow up in a family-owned company and how Swizzels has stayed fiercely independent while continuing to innovate and grow. Ben gives an insight into the brand’s long-standing commitment to wholesale, explaining why strong partnerships with wholesalers remain central to Swizzels’ success.
Together they discuss the importance of heritage, staff loyalty and long-term thinking in building a resilient business. From Squashies to Love Hearts, the conversation highlights how Swizzels balances a much-loved classic range with new opportunities in the market.
As proud supporters of FWD’s Diversity in Wholesale initiative, Nici and Ben also talk about putting people first, mentoring the next generation and why investing in talent is key to sustainable growth.
A warm, insightful and – of course – sweet conversation with one of the sector’s best-loved brands.
 

In the first episode of our Gold Medal Winners Mini-Series, we sit down with Santosh Salunkhe of Dunsters Farm, winner of the FWD Gold Medal for Emerging Talent in Wholesale.
Santosh shares his inspiring journey into the sector and explains why he believes social value should sit at the core of every business. From engaging directly with catering teams on carbon literacy, to lecturing at universities and colleges, he is helping to reshape how wholesale is viewed, not just as a route to market, but as a powerful force for sustainability, food resilience and social impact.
With wholesale increasingly stepping forward as a strategic leader in sustainability and community impact, this episode highlights the passion and purpose behind the next generation of industry talent.
An insightful, uplifting listen that shows exactly why Santos is a deserving Gold Medal winner, and why people like him represent the future of food and drink wholesale.

In this latest WholeStory policy update, James Bielby, CEO of Food & Drink Wholesale UK, and Harvey Tebay, Senior Associate at DGA, unpack the political developments wholesalers need to care about and explains how FWD is working behind the scenes to protect and progress members’ interests in Government.
The episode covers Exchange for Change and what it could mean for the food and drink supply chain, alongside the real-world impact of the World Cup on pubs this summer.
The conversation turns to the May local elections and the continued rise of Reform as a major political force.
There’s also a deep dive into the launch of the Resilience Commission; why it matters now, and how wholesale is increasingly recognised as critical to food security, economic stability and resilience.
This episode is a clear reminder: FWD is at the table, representing wholesale, influencing policy and making sure the sector’s voice is heard where decisions are made.
 

In this new episode of WholeStory, we’re joined by John Clancy, CEO of Galvia AI to unpack what artificial intelligence really means for food and drink wholesalers, beyond the buzzwords.
The conversation explores how “system AI”, powered by a wholesaler’s own data, can unlock real commercial value across pricing, forecasting, availability and customer relationships. Galvia share what they’re seeing across the UK and Ireland, including early patterns where AI is already delivering measurable impact.
A major focus of the episode is the free Galvia AI Adoption Accelerator programme,  launching in Q1 2026. Designed specifically for FWD wholesalers, the programme aims to demystify AI, tackle common data challenges, and help leadership teams move from experimentation to practical, value-led adoption.
Looking ahead, we consider how AI will reshape relationships across the supply chain and what “good” looks like for wholesalers building genuinely data-driven businesses.

In this first episode of WholeStory for 2026, take an inside look at what Food & Drink Wholesale UK has planned for the year ahead.
Joined by Tom Gittins, Managing Director of The Wholesale Group and incoming FWD Chair, alongside the FWD team, the conversation explores how the trade body represents wholesale at both local and national level, with Tom sharing why he’s particularly excited about getting even more involved in parliamentary work and engaging with policymakers.
The episode also previews FWD’s 2026 events calendar, from flagship conferences and awards to category, diversity and leadership forums — and explains why getting involved offers members a wider, more strategic view of the sector.
Whether you’re a long-time attendee or considering your first FWD event, this episode shows how there truly is an event for everyone in wholesale, and how participation helps businesses, teams and individuals stay informed, connected and resilient.
A must-listen for anyone wanting a clear picture of what FWD is working on, what’s coming next, and how to play a more active role in shaping the future of wholesale in 2026.

In our latest episode of WholeStory, James Bielby, CEO of FWD, is joined by Coca-Cola Europacific Partners (CCEP) to explore how a Christmas campaign in wholesale depots is helping support FareShare and communities across the UK.
This episode highlights the power of collaboration between wholesalers, suppliers and charities, from unlocking surplus at scale to building resilient, purpose-led supply chains. CCEP also shares wider insights into its charity partnerships and why working with FareShare for a second year in wholesale continues to deliver real impact.
The discussion then turns to the World Cup, looking ahead to how major moments like this create opportunities for wholesalers — from planning and promotions to supporting customers at pace.
A timely conversation that shows sustainability is about more than carbon — it’s about people, partnerships and making a difference where it matters most.

In our latest episode, James Bielby (FWD) and Josh Aulak (DGA) reflect on the policy decisions, budget moments and political shifts shaping the wholesale sector — and look ahead to what 2026 could bring.

In this episode of WholeStory, we shine a spotlight on one of the most dynamic growth areas in foodservice: portion-controlled products. We’re joined by Wes Armstrong, Commercial Director of Portion Solutions, the UK’s leading specialist in portion formats, and Tom Gittins, Incoming Chair of Food & Drink Wholesale UK and Joint MD of The Wholesale Group, to explore the evolving landscape of food-to-go, operational efficiency, and supplier-wholesaler partnerships.
Wes shares how portion packs are becoming increasingly important as operators look for speed, consistency, hygiene and reduced waste. Tom discusses the wider market trends shaping foodservice right now: tighter labour, rising expectations for convenience, and the rapid expansion of food-to-go across all channels. 
A practical, insight-packed listen for wholesalers and suppliers looking to add value, streamline operations, and tap into one of the most resilient categories in foodservice.

In our latest WholeStory episode, we’re joined by Marcel Koks, Senior Director for Food & Beverage at Infor, to talk about how wholesalers can strengthen the food supply chain from farm to fork.
Marcel explains why building resilience has never been more critical — and how AI-driven planning tools, once only accessible to major global players, are now available to businesses of all sizes. From reducing carbon footprints to sourcing smarter, this episode explores practical ways to future-proof food supply in the face of climate change, global pressures, and shifting consumer demand.