Data investment at Caterforce

Caterforce has created a brand-new data team at its central office

The buying and marketing consortium has committed to using data to support members and grow the business by establishing the new team. By utilising data, the group can streamline work, make informed decisions and bring additional value to its nine member wholesalers.

“The team is already proving to be invaluable analysing data and identifying key insight for our growth strategies,” said Gary Mullineux, MD, Caterforce. “We are enhancing our in-house data systems, bringing them out of silos and into a controlled information ecosystem where we can get the best possible outcomes.

Clare Greensmith, Head of Data and Finance said “The team is embracing artificial intelligence to improve product information and support our members’ ecommerce teams. Caterforce is continuously focussed on improvement and innovation and identifying new opportunities in the market and in a world that is all about data, we want to help our wholesalers stay ahead and have access to the best information to make fully informed decisions.”


To bolster the new team, Caterforce has partnered with Apprentify, a leading apprenticeship training agency delivering specialist digital and technical apprenticeship programmes, to appoint a Level 4 Data Analyst.

This position, which will help grow new talent in data science, is part of a Data Analyst Apprenticeship programme which will mix real-world commercial work with learning over a 14-month period. Ahmed Lawal joined Caterforce in October 2023. He is working on sales data, rebate management, optimising products and building Power BI dashboards.

“Since starting, I’ve been immersed in an environment where learning and practical application go hand in hand,” said Ahmed. “Every day brings a new challenge and an opportunity to contribute to projects that directly impact the business.

“I’m not only honing my technical skills in data analysis and management but also gaining invaluable insights into how data-driven strategies can shape business outcomes, and I’m really enjoying it!”

“We are delighted to support apprentices within the business,” said Gary. “Not only does this ensure we work with individuals with the right skillset and a genuine appetite to learn, but we’re also future-proofing our business with this fantastic new talent.”