Consultancy and brokerage services business Wholesale Brand Management (WBM) has rebranded its offering for the entire UK-wide food and drink industry.
Headed by Graeme Clark, the Scotland-based company, founded as Scot Serve in 1975, has rebranded, strengthened its management and implemented key strategy changes as it bolsters its market position across the wholesale, retail and foodservice sectors, as it draws on years of experience at an attempt at creating a point of difference.
Clark said: “In addition to rebranding the business to make it easier for clients and prospective clients to better understand how we operate and why we are different is important. While our strategy has always been to work with fewer clients so that we can offer a more focused service for each individual client, staying future-focused by developing our services has been a key part of these changes,” explained Mr Clark.
Read more: Consultancy aiming to bring new brands to wholesale
“Our goal is to provide the solutions that add value to clients’ businesses – an approach built on trust, understanding and experience of what works in the marketplace and what our clients’ customers are looking for at any given time.”
Fergus Aitken, WBM’s head of sales and marketing, added: “We’re tapping into our strong networks to work with clients to grow their businesses – often targeting news growth areas. Our support is bespoke – we know what works for one client won’t be effective for another – so it’s very much a partnership approach that involves a tailored plan for each brand aligned to the customer’s requirements.
Explaining why the global dairy company has chosen to collaborate with WBM for 30 years, Alasdair Dadswell, business unit controller at FrieslandCampina, noted: “WBM have consistently provided excellent service and have become a truly trusted supplier to our business. They operate as an extension of our team – a genuine consulting partner who we can openly share ideas with, challenge thinking, and collaborate with to deliver the best possible outcomes.
