The Wholesale Group’s CHEF Approved roadshow is set to return this year, with ‘Mabel the Buzz’ to visit foodservice wholesalers across the UK as part of an expanded member engagement programme.
The year-long schedule is designed to support members’ sales and purchasing teams, providing product knowledge, tasting opportunities and insight into how CHEF Approved is positioned within the wholesale channel.
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Following visits to around 25 wholesalers in 2025, proposed 2026 stops include Holland Bazaar, Food Options and JMP Foodservice, alongside further member depots to be announced throughout the year.
The 2026 roadshow will be led by Richard Ellison, own brand manager, alongside Cezary Chmiel, technical manager. Ellison said: “CHEF Approved is much more than a logo on a box. The roadshow allows us to work directly with members’ teams, build confidence in the range and help them take their own brand to market with pride, backed by a full support package.”
