WholeStory - An FWD Podcast

How inclusive are our workplaces really, and what still needs to change? In this episode of WholeStory, we’re joined by Michelle McDaid, founder of The Leading Place, to explore gender allyship, leadership and the cultures organisations create. Michelle discusses why deeply embedded workplace systems can be hard to shift. We look at findings from the Championing Change report, the importance of visible female leadership, and the creation of the new Women Leading Wholesale Ambassadors network. From tokenism to the role men must play in driving equality, Michelle shares practical advice for leaders who want people and performance to thrive. A thoughtful conversation celebrating progress, while asking what comes next.

In our latest episode, James Bielby is joined by DGA’s Josh Aulak and Jess Campbell-Dykes to discuss the political scene as of 1 April. With the war in the Middle East affecting petrol prices and fuel availability, the impact on the wider economy will be ongoing. Its impact is being felt by food and drink wholesalers, making the launch of the Food Resilience Commission timely. Set up to address the pressing challenges on the UK food supply chain, there is none more pressing than the current conflict. Members are urged to submit evidence and attend roundtables to help inform our findings and recommendations to Government. The conversation also looks at the upcoming local elections on 7 May, DRS, and the new changes around Business Rates and National Living Wage, which are now in effect. A must-listen for the wholesale food and drink sector and the wider community.

Resilience is a word we hear a lot in wholesale, but what does it actually mean in practice? In this episode of WholeStory, Zara Baker is joined by Bharat Sharma, Founder & CEO of  Monsoon Consulting and Apex B2B to talk about the real operational pressures facing wholesalers today, from tight margins and complex pricing to customer expectations and digital systems that don’t always talk to each other. The conversation also reflects on some of the key conversations coming out of last month’s FWD Business Lunch and explores how platforms like Apex B2B are being developed specifically for wholesale environments. An episode focused on the real operational challenges wholesalers face every day,  and the steps businesses can take now to become more efficient, more resilient and better prepared for the future.

What did wholesale look like in the 1990s compared to today? And where is it heading next? In this packed new episode of WholeStory, we’re joined by some of the team at Castell Howell alongside OpenInfo co-founder Tom Morrison to explore how the wholesale landscape has transformed over the past three decades. From the early days of manual processes and relationship-led trading to today’s fast-moving, data-driven environment, this conversation reflects on what’s changed, and what hasn’t. As Castell Howell share their journey and growth, we hear how strong culture, customer focus and adaptability have remained constant, even as technology reshapes the way wholesalers operate. The discussion also turns to the role of AI and digital tools, and how solutions like OpenInfo are helping wholesalers unlock smarter decision-making, improve efficiency and future-proof their businesses. This episode is a must-listen for wholesalers and suppliers looking to understand how the sector is evolving and how to stay ahead.

Following our Business Lunch, FWD CEO James Bielby and Harvey Tebay, Senior Associate at DGA, keep the conversation going around politics and policy, unpacking the latest political developments shaping the food and drink wholesale sector. They discuss the Gorton & Denton by-election, where the Greens achieved victory over Reform, and examine growing scrutiny of party leadership amid Epstein and Mandelson controversies and recent resignations within Labour. With local elections looming on 7 May and six candidates vying for the top seat, James and Harvey explore what these shifts mean for policy and the impact on initiatives like the Make Work Pay consultations. Listeners also get an inside look at FWD’s Food Resilience Commission; what it does and how members can get involved to help shape policies that support the wholesale sector.

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.

In this special WholeStory episode, we’re joined by Simon Hannah of Filshill to mark a major milestone: 150 years of business. As the fifth generation leading the company, Simon reflects on the journey so far, from family roots in Scotland to a future built on innovation, sustainability, and culture. The conversation explores Filshill’s new depot, its reputation for service, and the values that underpin every decision, from hiring to tech adoption. With AI, sustainability, and culture at the forefront, Simon shares how each generation has had to reinvent the business, and how he’s laying the foundations for the next.

After a whirlwind September in Westminster, the party conference season is now drawing to a close. In the latest episode of WholeStory, FWD CEO James Bielby is joined by Josh Aulak, Associate Partner at DGA, to explore the fallout of a lively start to the new political term. From the Prime Minister’s wide-ranging Cabinet reshuffle to the mood amongst the party conference faithful, the episode unpacks how the political agenda is impacting FWD members right now. James and Josh also look ahead to: The Autumn Budget and the likely changes the Chancellor will be announcing The likely priorities of the new Defra ministerial team What will be setting the agenda in Westminster between now and Christmas FWD’s policy priorities in the coming months and how members can get involved It’s set to be a packed month in Westminster, so do listen to get an insight on what this is likely to mean for the wholesale sector and wider food supply chain. 

Parliament is back and politics is heating up. In the latest episode of WholeStory, FWD CEO James Bielby is joined by Josh Aulak, Associate Partner at DGA, to explore the issues shaping the autumn political agenda. From Labour’s bid to regain momentum after Reform’s strong summer, to the looming autumn budget and further business rate rises that could impact wholesalers, the episode unpacks what matters most to FWD members right now. They also look ahead to: A possible Cabinet reshuffle in September Donald Trump’s UK visit and its implications for the “special relationship” The party conferences and whether Keir Starmer can reset the tone with his vision for Britain And yes… even Christmas is mentioned! It’s set to be a packed political season with big implications for wholesale, retail and the wider food supply chain.

Digitise or Drift – Why Tech is No Longer Optional In our latest WholeStory episode, we’re joined by Dan Khachab, Co-founder and CEO of Choco, and Andrew Lynas, Managing Director of Lynas Foodservice, to talk about digital transformation in foodservice, and why the time to act is now. They reflect on their powerful FWD Live session, diving into real-world results, the AI revolution, and how embracing tech has helped Lynas stay agile and ahead in a fast-changing hospitality landscape. “The risk of waiting is risking the business,” says Dan. “We’re doing this because of our customer,” says Andrew. From handwritten notes to WhatsApp orders, the accuracy and speed of automation are reshaping how orders are placed, processed and fulfilled, saving time, increasing trust, and empowering teams. With AI eliminating 50% of repetitive order-taking, it’s clear this isn’t a fad, it’s the future. Whether you're just starting out with tech or already in the thick of it, this episode offers honest insights, practical benefits, and a glimpse at where the industry is headed next.

With the UK’s disposable vape ban coming into effect on 1 June, we’re joined by Steve McGeough, Managing Director of übbs Pouches, and Benedict Jones, Marketing Manager, to dive into what this major shift means for wholesalers, retailers, and adult consumers. Steve and Benedict share their personal journeys of quitting, and how the upcoming ban represents both a challenge and an opportunity for the industry. They stress that at the heart of it all is supporting adult smokers and vapers to quit the habit - and doing so with products made to the highest pharmaceutical standards. But what will happen post-ban? übbs’ reveals some startling research from consumers.   Steve and Benedict make the case for why pouches - done right - are the future. They discuss consumer education, building trust with wholesalers, and working on cost-effective solutions and high-margin partnerships.  Don’t miss this WholeStory episode about the changing landscape of nicotine consumption, and what’s next for übbs. 🎧 Listen now on WholeStory, the official podcast of FWD!

In this episode of WholeStory, we shine a spotlight on the power of long-term partnerships with two standout guests: Chris Sanders, Sales and Marketing Director at Radnor Hills, and Tom Mathew, Commercial Director at Dunsters Farm. Dunsters Farm is a third-generation family-run business that started as a simple milk round. Now a trusted name in foodservice, especially within the education sector, Tom shares how the business has evolved through clear purpose and those all-important collaborative partnerships. Radnor Hills has been with Dunsters from the very beginning of Chris’s career. He reflects on how honest communication and aligning strategies with customer goals have shaped Radnor’s approach to growth and innovation. Together, Chris and Tom delve into the real-world challenges of serving schools through Brexit and the pandemic, and how shared values helped them not just survive, but thrive. They also discuss industry trends, sustainability best practices, and the importance of investing time and money where it really counts. From creating impactful trade events to leading on green initiatives, both businesses are setting the pace for a more sustainable and collaborative future. These two could well be ones to watch at this year’s FWD Gold Medal Awards in November. Tune in for an honest, inspiring look at what it really takes to build a successful partnership in wholesale.

Mark Gilham, VP for Rebate Strategy at Enable, and Clare Greensmith, Head of Finance and Data at Caterforce, join FWD's James Bielby in our all-new episode of WholeStory. Working towards one common goal, Caterforce utilises Enable's rebate management system to great effect. Clare reveals how Enable lets them stop data gathering and start looking at the analytics, providing one source of truth for suppliers and members, streamlining processes and boosting profit. After all, as Mark Gilhan points out, if you're buying or selling you're looking at the same picture, just through a different lens. How can Enable's Ai platform help? Mark says, "In foodservice a packet of prawn cocktail crisps has nothing to offer with prawns and nothing to do with cocktails but if you try and put that in a data structure you're really going to struggle. Ai can do that." From losing fear over Ai, to tackling things with a chainsaw, listen now for insight into this fantastic partnership, which is enabling (pun intended) Caterforce to go for growth.       

FWD Service Provider member Orderlion and The Wholesale Group's SJB Foods join us to chat AI and efficiencies to counter the rising cost of business in our latest episode. Has our attitude to AI changed? Orderlion admits to being cautious when it first became apparent that AI is taking centre stage and going nowhere. They've adapted to make AI part of product line and now support businesses like SJB Foods in improving efficiencies. Orderlion's Gabriel Van Heerden is quick to point out AI isn't replacing anyone; it's helping businesses adapt and grow in a fast-moving culture. James Berisford from SJB Foods talks about utilising Orderlion's White Label app within their family business, the uptake from their customers and what's it's like with the support of the newly formed The Wholesale Group. Listen now!  

Trade between GB and NI has seen plenty of challenges since Brexit, and on our latest podcast, Michelle Charrington, from the Food Business Development Team at Invest NI, and Mark Stewart-Maunder, Commercial & Development Director at Henderson Foodservice, join James Bielby to discuss the topic in more detail. As one of the top three employers in NI, Henderson's moves 90% of products through the red lane, meaning speed to market is an issue. Six weeks to get their hands on cake is the current norm! Vet certification is also required for citrus fruits coming out of GB - the impact of these legislations is real, and as a result, 26% of products previously bought out of GB are now sourced in Europe.  While the pause on Not for EU Labelling has made it easier for trade, the challenge is on for the Goverrnment to support business growth. Invest NI is represented in 31 countries and offers new grant funding to allow suppliers to invest and boost productivity. While the pause on Not for EU Labelling has made it easier for trade, the challenge is on for the Goverrnment to support business growth. Invest NI is represented in 31 countries and offers new grant funding to allow suppliers to invest and boost productivity. Michelle cites collaboration and investment in tech as key for future success, and while we don't have a crystal ball, both agree that the food sector is extremely resilient.  Listen now.  

In our all new podcast episode, FWD members Mike Morgan, MD, Savona Foodservice and Ronen Givon, CEO and founder of Rekki, discuss the recent Budget and its implications for the wholesale sector. Ronen has a background in Computer Science and ran a restaurant chain, and founded Rekki in 2016 to help wholesale distributors and restaurants do more business together. Their USP is an authentic interest in the sector, as they come from it.  Mike and Ronen discuss the increasing challenges the sector faces in 2025, with rising NLW costs and NI. How should the sector respond? And how do Savona and Rekki work together to overcome challenges? This is the time for wholesale and foodservice to be innovative and collaborative with the service providers they work with.  Increase efficiencies and not headcount to avoid rising costs. Share best practice and embrace new technology is the advice. Listen now for insight and advice, and also why you wouldn't want to mess with a chef!  

Following October's Diversity in Wholesale Conference, panel participants Adam Turner (Heineken) and Stacey Gooch (Booker) join Amanda Nutt (Corin & Co) and Lyndsey Cambridge (FWD) to further discuss Diversity, Equity and Inclusion in the workplace.  What do we mean by human sustainability, and how is it a route to commercial success? As society changes, organisations need to adapt. Booker, Heineken and Corin & Co share best practice in putting employee wellbeing front and centre. Listen to our all new episode to find out more.

As nominations open for the FWD Gold Medal Awards 2024,  Lyndsey Cambridge catches up with past Gold Medal winners Amanda Casey (Wholesale Star) from JW Filshill and Holly Pennington (Emerging Talent) from Parfetts.  Holly and Amanda talk discuss their roles on wholesale, how they've evolved over time and the. initiatives and new-found confidence following their award wins. 

Working together is the name of the game, as we find out when FWD Service Provider member, Infor, joins wholesale member, Reynolds Foodservice, in the latest episode of WholeStory. Hot off the back of our annual conference, there's plenty of continuity surrounding pressing topics for the sector: AI and sustainability. Infor and Reynolds explore this and more.... Listen now.

Our summer series of podcasts launches with a Diversity in Wholesale special.  Women in Wholesale 2024 mentor, Kate Carroll, from Nisa, and FWD member and Women in Wholesale attendee, Sabia Hussain from Caterlyst, speak to James Bielby about diversity and inclusion in the wholesale sector.  Kate discusses some of the inspirational support networks for employees in place at Nisa and says the sector is unrecognisable from 10 years ago. However, there is still plenty of work to be done. Sabia talks about being in an ethnic minority group and how she feels both at work and at sector events. She also shares some of the initiatives showcased by Kate at Women in Wholesale she has put forward at  Caterlyst. Thought provoking and inspirational, this is one not to miss.

In the new episode of WholeStory, Lana Bhikha from Woods Foodservice and Choco's Frank Kight and Alex Kiely join FWD's James Bielby to discuss Choco AI,  embracing change and saving 11,000 hours! 

Warehouse Management Systems are under the spotlight in the latest episode of WholeStory. Are they doing all they can for us? How have they evolved over time and that does the future hold? Find out as James Bielby, CEO FWD is joined by Mark Nolan, Information Services Business Partner for Hendersons Foodservice and Andy Pratt, Business Transformation Specialist at BCP. 

FWD CEO James is joined by Tom Gittins, CEO of Confex, and Kelly Pye, Client Services Manager at TWC, in the latest episode of WholeStory. The trio discuss price marked packs vs own brand - is there room for both in wholesale? - and the new AI voice recognition software Confex is trialling to enable smaller wholesalers to be open 24/7. 

As millions pledge to go vegan for the month of January, FWD CEO James Bielby speaks to FWD members, Martina Isella, Senior Marketing Manager at Violife Professional, and Zoe Gill, Development Chef at Sysco, to explore the benefits of a plant-based diet and new food products available. We also hear from Toni Vernelli, International Head of Policy and Communications at Veganuary, who talks about the lasting impact of Veganuary, which is now in its 10th year.    

FWD CEO James Bielby joins Katherine Morgan and Shauna Dubler of Dentons Global Associates to discuss the political landscape and the effect on the wholesale sector as we head into 2024. James asks the questions: when will we see a General Election? Who will be the next Conservative Party leader? How will the wholesale sector be impacted? Listen now.

In episode 2 of WholeStory, FWD CEO James Bielby speaks to Kirsty Cooper, new Commercial Director at Unitas Wholesale, and Marc Koenen, Solution Engineering Leader at Akeron.  The FWD wholesale and supplier members discuss supply chain efficiencies across the sector and reveal why wholesale is the place to be.

WholeStory is the official podcast of the FWD, representing Food & Drink Wholesale in the UK, with discussion on news and policy affecting the sector. In the first episode of our new series, FWD CEO James Bielby catches up with FWD Chairman and Bestway’s Dawood Pervez, and B2B Store MD Rob Mannion.