WholeStory - An FWD Podcast

Hosted by Food & Drink Wholesale UK

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May 2026

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About the show

WholeStory is the official podcast of Food & Drink Wholesale UK (FWD), where members and other guests talk about the latest news and challenges facing the wholesale sector.

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39 recent

May 29, 2026Episode 4018 min

WholeStory 12.26: Coca-Cola Europacific Partners - World Cup ready

In this new episode of WholeStory, we’re joined by Coca-Cola Europacific Partners to explore how wholesalers can get ready for one of the biggest commercial opportunities of the year: the Fifa World Cup. From high-impact depot activations to driving footfall, engagement and sales across pubs, bars and foodservice, the conversation looks at how major sporting moments can create real value for wholesale businesses when suppliers and wholesalers work together effectively. The episode also explores changing consumer behaviours around live sport, social occasions and food-to-go, alongside the growing importance of collaboration across the supply chain to turn excitement around the tournament into measurable sales growth. Packed with practical insight, activation ideas and commercial opportunities, this is essential listening for wholesalers looking to make the most of a huge trading moment.

May 19, 2026Episode 3921 min

WholeStory 11.26: Political update - Local elections & the King's Speech

In this latest episode of WholeStory, FWD's James Bielby and DGA's Josh Aulak unpack a bumper fortnight in the world of politics. With local elections, the King's Speech, and a critical by-election looming, pressure is building across Westminster ahead of the next parliamentary term. But crucially, this episode goes beyond the headlines. We explore the real-world legislation and policy changes coming down the line that could directly impact wholesalers, from business costs and employment policy to regulation, food resilience and future trading conditions. The conversation also looks at how Food & Drink Wholesale UK is representing the sector in Government, ensuring wholesale voices are heard at both national and local level during a period of major political and economic uncertainty. For wholesalers, suppliers and industry leaders alike, this is a conversation you won’t want to miss.

May 15, 2026Episode 3822 min

WholeStory 10.26: Circana - GLP-1 wholesale impact

In this new episode of WholeStory, we're joined by Ananda Roy, SVP of Global Thought Leadership at Circana to explore one of the biggest consumer health trends reshaping food and drink: GLP-1 medications. With millions of people now using weight-loss drugs such and usage continuing to rise in the UK, the conversation looks at what this means for wholesalers, suppliers, retailers and foodservice operators. We dive into how GLP-1 users are changing the way they shop, eat and consume food and drink, and why this is a trend businesses can’t afford to ignore. From portion sizes and snacking habits to protein demand, healthier choices and changing basket spend, the episode explores the commercial implications already emerging across the supply chain. Circana also shares insight into how consumer behaviour is evolving more broadly, why the trend is unlikely to disappear any time soon, and what wholesalers should be thinking about now to stay ahead of shifting demand. A fascinating deep dive into a fast-moving topic that is set to have long-term implications for the food and drink sector.

May 1, 2026Episode 3726 min

WholeStory 9.26: Beyond Tokenism - Gender Allyship in Wholesale

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.

April 1, 2026Episode 3614 min

WholeStory 8.26: Political Update

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.

March 27, 2026Episode 3526 min

WholeStory - 7.26: Monsoon Consulting

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.

March 20, 2026Episode 3423 min

WholeStory 6.26: Castell Howell x Open Info

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.

February 27, 2026Episode 3314 min

WholeStory 5.26: Political Upheaval - Wholesale Political Update

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.

February 20, 2026Episode 3218 min

WholeStory: Gold Medal Winners miniseries - Pricecheck Wholesale Star

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.

February 13, 2026Episode 3127 min

WholeStory 4.26: Swizzels Matlow - The Sweetest Love Story of all Time

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.