We’re seeing a real shift in the market. Where briefs once centered on retail-facing Commercial Managers at every level, we’re now fielding growing demand for Wholesale and Foodservice Commercial Managers – people with defined account knowledge, sector credibility and a little black book that actually opens doors. It makes sense: while a single retail account might dominate on headline turnover, wholesale and foodservice often deliver double-digit margins versus very low single digits in big retail, and the payment terms are typically far kinder. Big is not always beautiful.
Look at those who have deliberately leaned away from retail in recent years such as the powerhouse that is Nationwide Produce; the potential in wholesale and foodservice is obvious. But before we get carried away, it all comes back to people. These channels still require the same intellect and commercial discipline you’d expect from a top retail-facing operator. The old image of the messy “trader” with a desk full of paper and a rebate backlog is totally done. The winners bring the sophistication learned with retailers, data-led pricing, innovation, tight customer communications and when applied to wholesale and foodservice. Do that well and these sectors sing.
What’s interesting is how many retail-facing commercial managers tell us they’ve become “caretakers” on static accounts, squeezed by margin pressure and endless asks. They’re wired to grow, but the room to manoeuvre just isn’t there. Wholesale and foodservice give them the runway to build, not merely maintain – new customers, faster cycles, more levers to pull.
At Redfox we’ve placed a number of these growth-minded people, both proven wholesale/foodservice specialists and high-calibre retail commercial managers ready to pivot, into strategically aware businesses entering or scaling in these channels. The common thread is practical network strength, credible storytelling and the ability to convert opportunity into profitable, repeatable business.
If you’re looking to grow your wholesale or foodservice footprint, or make your first serious move into this profitable area, let’s talk. We have a select shortlist who can deliver.
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