Five reasons why JW Filshill is the king of champions

After JW Filshill won four titles at the Scottish Wholesale Association’s Achievers awards, Retail Sales Director Craig Brown explains why they’re so successful


Innovation has been a key driver for Filshill across many different aspects of the business in recent years and this was recognised by the judges. Indeed, innovation was highlighted as the trademark of the winners. We’ve certainly been innovative in our use of technology.  But as the Champion of Champions judges pointed out, we’ve also been innovative in the way we’ve developed our operational processes to meet the needs of our customers.


The judging process highlighted the way we are proactive in sharing sales and promotional data with suppliers in order to understand opportunities and target gaps in the market. This isn’t something that’s new to us – Filshill has been pushing this strategy for several years now – but we continue to push boundaries, utilising technology to collaborate with suppliers. This is mutually beneficial but, crucially, it helps our retailers grow their businesses.


Customer service is something that’s important to all delivered wholesalers so we were delighted to receive recognition for our new customer care department, which resolves 95% of problems within two hours. We involve retailers in what we do and have face-to-face sessions for open discussion and best practice. They tell us what they think we’re doing right and where there’s room for improvement.


Online ordering is striking a chord with many retailers and by offering app-only deals, we’re driving customers to use technology to be more efficient, while accommodating those retailers who still want to use conventional methods of ordering. It’s about striking a balance and offering solutions that suit all customers – that has always been one of Filshill’s strengths.



We work hard to help KeyStore retailers engage with their customers and communities, and we believe our KeyStore Community Fund is a fantastic community proposition that encourages retailers to get under the skin of their communities and support local causes. We invite retailers to apply for funding of up to £300 for a project to help a local group or school with anything from sports strips to the purchase of equipment such as a defibrillator.



Who else won at the SWA awards?

Champion of Champions

JW Filshill

Best Cash & Carry

Booker, Shawfield

Best Symbol Group

KeyStore, JW Filshill

Best Delivered Operation (Retail)

JW Filshill

Best Delivered Operation (Foodservice)

Bidfood Scotland and Lomond Foods

Great Place to Work

Bidfood Scotland

Best Licensed Operation

JW Filshill

Employee of the Year

Craig Shand, Booker, Shawfield

Best Marketing Initiative

United Wholesale Scotland, Summer of Sport

Best Advertising Campaign

Bud Light for ‘Dilly Dilly’

Best Overall Service by Suppliers

AG Barr

Best Foodservice Supplier

Unilever Food Solutions Supplier

Sales Executive of the Year

Linda Fraser, Nestlé

Achievers awards JW Filshill Scottish Wholesale Association SWA