Caterforce reveals integrated marketing plan for suppliers

Caterforce has revealed its plans for the year ahead and is offering suppliers integrated group marketing campaigns to promote their products across multiple touchpoints across all eight members.

The buying group is also inviting suppliers to invest in its sales hub in order to gain insight into what customers want, with managing director Gary Mullineux saying that “success in 2023 will be achieved by nurturing a collaborative approach to business.”

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,” added Lucy Boland, group marketing director.

Read more: Key takeaways from Caterforce’s 2022 conference

“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.”

In addition, 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 28th March, 27th June and 4th October 2023.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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