Paul Hill speaks to Daniel Larkin, chief commercial officer of the Sterling Supergroup
What has been your most significant achievement over the past 12 months? At Sterling Supergroup, our members are our top priority. As the original foodservice buying group, and with nearly six decades of experience, we take a personalised approach to support each member, ensuring their unique needs are met. With a not-for-profit model, we are the trusted partner for independent wholesalers seeking long-term growth and success.
The past year has brought significant positive changes to our group, enhancing our offerings to members. Our dynamic head-office team has expanded with new commercial and marketing capabilities, leading to a new website and improved branding. Our new member marketing support includes our monthly publication, Under Our Hat, which provides market information, event news and promotions.
We have added many new lines to our Sterling Caterers Essentials brand, including award-winning products. Additionally, we welcomed three new members – Mason Foodservice, Golden Glen and Inter Fresh Produce.
What is your unique selling point? As a not-for-profit with a member-led board and no joining fee, all profits are returned to our members, ensuring they benefit directly from our shared success. We drive profitability through centralised supplier promotions, efficient rebate management, and competitive, transparent pricing. Members enjoy exclusive access to the Sterling Caterers Essentials brand, now valued at more than £30m.
The more they support the brand, the greater the benefits for all. While the range is award-winning and competitively priced, we recognise every member is unique.
They require the flexibility to make decisions tailored to their business needs, free from constraints imposed by a head office to meet compliance levels.
Our members span key locations across the UK and Ireland, meeting local demand while using the group’s collective strength and the SCE brand to stand out from the competition.
How have you expanded and attracted new members over the past 12 months? We’ve increased our brand visibility within the foodservice sector. Recent marketing efforts, including a new membership information pack, have helped us welcome three new members and engage with other independent wholesalers.
A new buyer at head office has also strengthened our ability to secure competitive terms, pricing and promotions. We continue to enhance member benefits through strategic partnerships and stronger supplier relationships. Our online presence has improved with a new asset library and marketing materials for the Sterling Caterers Essentials brand. We’re also expanding our award-winning own-brand range and are actively developing new products with suppliers.
What are your plans to help members over the next 12 months? Sterling Supergroup has always seamlessly blended community with commerce, a tradition we continue to strengthen. Our extensive experience provides a solid foundation for confidently adapting to future changes, enabling us to support our members in this evolving industry.
We focus on sharing our expertise and helping our members grow their businesses by offering dedicated support and essential tools.
We will enhance our event portfolio by introducing a ‘Meet the Member’ opportunity, alongside our spring exhibition, September conference and member buying meetings.
These events will build stronger relationships between members and suppliers, providing suppliers with a platform to promote their products.
