The Wholesale Group is bringing back its UK-wide tour to showcase its Chef Approved own-brand range for 2026.
The year-long schedule will see the team travel from Portsmouth to Inverness, as well as visiting Ireland and Jersey. The roadshow will combine member depot visits, trade show support and appearances at official events hosted by The Wholesale Group to strengthen awareness and understanding of the own-brand range.
Following visits to around 25 wholesalers in 2025, proposed 2026 stops include Holland Bazaar, Food Options and JMP Foodservice, alongside further member depots to be announced throughout the year.
The roadshow is designed to support members’ sales and purchasing teams, providing product knowledge, tasting opportunities and insight into how Chef Approved is positioned within the wholesale channel. Sessions will also highlight the wider marketing and technical support available behind the range.
New for 2026, The Wholesale Group is extending its support to member trade shows, with recent appearances at Waterside, SJB Foods and McCartney Food Service. The programme will also spotlight recent brand launches, including Clean Solutions and Core Juices, alongside Chef Approved core lines and Chef Prestige coffee beans.
“Chef Approved is much more than a logo on a box,” said The Wholesale Group own brand manager Richard Ellison. “The roadshow allows us to work directly with members’ teams, build confidence in the range and help them take their own brand to market with pride, backed by a full support package.”
The 2026 roadshow will be led by Ellison and The Wholesale Group technical manager Cezary Chmiel. The roadshow vehicle, Mabel, is a fully electric Volkswagen ID Buzz, which looks to support the buying group’s sustainability commitments by reducing the programme’s carbon footprint.
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