‘Collaboration is key’ for Caterforce

“Success in 2023 will be achieved by nurturing a collaborative approach to business,” said Gary Mullineux, Managing Director, Caterforce at the buying and marketing group’s conference at the end of 2022

Echoing this sentiment, the Cheshire-based buying group is inviting suppliers to invest in the Caterforce Sales Hub for 2023 to gain real insight into what customers want in addition to bringing new products to the group.

Caterforce is also offering its suppliers integrated group marketing campaigns to promote their products across multiple touchpoints including sales teams, ecommerce platforms and promotional brochures across all eight member wholesalers.

“These campaigns will be designed by Caterforce’s team of creatives and digital experts to make sure suppliers’ products are showcased in the best light possible and USPs are highlighted,” said Lucy Boland, Group Marketing Director.

“By taking a holistic approach to marketing we are ensuring the same consistent message is provided to customers regardless of how they interact with their wholesaler. While an increasing percentage of customers purchase online these days, we found that by incorporating sales teams as well as print advertisements in promotional brochures, our suppliers benefit from a more impactful campaign.”

Caterforce is also planning a number of supplier presentation days where suppliers can meet buying teams across the group.

“These events have been hugely popular,” said Joanna Halucha, Group Buying, Own Brand and Technical Manager. “They follow a speed-dating format, providing suppliers with the chance to talk about their range, and for our members to sample products. This results in new ranges being stocked and new suppliers being introduced to the group.”

The Supplier Presentation Days will be held at Derby County Football Club on 28 March, 27 June and 4 October 2023.

Caterforce Gary Mullineux Joanna Halucha Lucy Boland