Record-breaking Gold Medal Awards celebrated
Food & Drink Wholesale UK (FWD) welcomed a record 950 guests to London on Thursday for its biggest-ever Gold Medal Awards, celebrating the outstanding achievements of the wholesale sector
Hosted by comedian Josh Widdicombe, the flagship ceremony honoured excellence across suppliers, wholesalers and rising talent, with 26 awards presented, the highest number in the event’s history.
This year’s awards recognised the individuals, teams and businesses that have gone above and beyond to drive success and resilience across the sector. Categories ranged from operational excellence and customer service to innovation, marketing, sales and sustainability, with standards described as “exceptionally high” by judges.
For the first time, suppliers were able to nominate their brands and products, contributing to a significant uplift in entries and making 2025 one of the most competitive years in the Gold Medal Awards’ history. With more nominations than ever before, judges reported an exceptionally high standard across all categories.
One of the highlights of the night was the presentation of a Special Recognition Award to Elit Rowland, founder of Women in Wholesale (WiW). After a decade championing equity, inclusion and representation for women across the wholesale channel, Elit was celebrated for her vision and leadership in building WiW into a nationally-recognised movement. FWD has partnered with her for the past five years and will take ownership of the programme from January 2026, ensuring her legacy continues to grow across the sector.
There was also huge applause for the winner of the Wholesale Star Award, Chloe Staniforth, Marketing Manager at Pricecheck, who has been an active and inspiring member of FWD’s Future Leaders Forum for the past four years. Judges praised her “strategic clarity, creative energy and authentic voice,” as well as her ability to champion wholesale to both internal teams and the wider industry. She was recognised for her leadership on key projects, her commitment to developing future talent, and her role as a standout ambassador for the next generation of wholesale.
James Bielby, Chief Executive of Food & Drink Wholesale UK, said: “The sheer quality of this year’s finalists and winners shows exactly why wholesale is one of the most dynamic, resilient and forward-thinking parts of the food and drink supply chain.
“Every medal awarded represents businesses and individuals who have pushed standards higher, invested in their people, and delivered exceptional service in a challenging environment. We’re incredibly proud of this sector, its creativity, its commitment to customers, and its ability to keep the nation supplied no matter what.
“It was a fantastic night and a celebration of everything that makes wholesale such a great sector. Congratulations to all our winners – and to every team, supplier and individual who continues to raise the bar year after year.”
The evening opened with an address from FWD Chairman Dawood Pervez, who reflected on both the challenges and achievements of the past 12 months, as well as the significance of this year’s ceremony.
“We all know that 2025 hasn’t exactly been a quiet year. It’s been another testing chapter – with fiscal uncertainty, tightening margins, and inflationary pressures that have challenged even the strongest businesses. Yet once again, our sector has proved its resilience,” he said.
Pervez also marked his final year as Chairman, before handing over to Tom Gittins in January, expressing gratitude for the opportunity to represent the sector: “It’s been a huge honour to represent an industry that plays such a vital role in keeping the nation fed – and one that never fails to step up when it matters most. At a time of escalating business costs, our mission has been simple: to secure a fair, competitive, and sustainable future for this sector.”
The sector also demonstrated its generosity, with the event’s charity raffle raising nearly £15,000 for FareShare, supporting vital work to redistribute food to communities nationwide.
THE WINNERS
Wholesale awards
Best Use of Data and Insight
Henderson Foodservice
Diversity in Wholesale
Creed Foodservice
Sustainable Wholesaler
Booker Group
Telesales Star
Jonny Carroll, Birchall Foodservice
Star Driver
Joshua Davidson, Oliver Kay
Wholesale Manager
Leanne Fay, Booker Group
Customer Development
Sebastian Serrano, Bidfood
Wholesale Star
Chloe Staniforth, Pricecheck
Emerging Talent
Santosh Salunkhe, Dunsters Farm
Best Wholesaler with a turnover of up to £50m
Birchall Foodservice
Best Foodservice Wholesaler
Bidfood
Best Retail Wholesaler
Parfetts
Supplier awards
Best Use of Data and Insight
Coca-Cola Europacific Partners
Best Service Provider
TWC Group
Best Service Level to Wholesalers
Coca-Cola Europacific Partners
Best Overall Service Supplier
Kellanova
Best New Retail Product
Doritos Dinamita, PepsiCo
Best New Foodservice Product
Sharwood’s & Homepride cook in sauces Ranges, Premier Foods
Best Marketing and Promotional Activation
Doritos Dinamita, PepsiCo
Diversity in Wholesale (Supplier)
Heineken UK
Sustainable Supplier
Radnor Hills
Emerging Talent
Alice Davies, Budweiser Brewing Group
Best Licensed Brand
BuzzBallz, Sazerac UK
Best Foodservice Brand
Hellmann’s, Unilever Food Solutions
Best Grocery Brand
Monster, Coca-Cola Europacific Partners
