Paul Hill speaks to some of the most influential female leaders in wholesale to ask about their challenges, what they have learnt, and find out what advice they would give from their years in the channel
Gail Bridgeman, Director of Ecommerce, Bidfood:
What have you learnt from being a female leader in wholesale?
One of the biggest lessons I’ve learnt from being a female leader is that authenticity and learning from the people around you really matter. Earlier in my career, I thought I needed to lead in a very particular way, but over time, I realised that different leadership styles all bring value. For me, being collaborative, open to others’ views, sharing clear communication and being people-focused are real strengths, especially in an industry built on relationships and service. I’ve also learnt just how fast-moving wholesale really is. No two days are ever the same.
Another key lesson for me has been the importance of backing yourself, even when you don’t feel 100% ready. Some of the biggest growth moments in my career came from stepping outside of my comfort zone, working with a variety of people, gaining experience across different areas and trusting myself to learn along the way.
What advice would you give to other females looking to further their career in wholesale?
There’s so much I could share, but my biggest advice would be to say yes to opportunities, even if you don’t feel fully ready for them yet. Wholesale offers far more career variety and opportunity than many people realise, so stay curious and open-minded about where your career could take you.
I’d also encourage more women to ask questions, speak up and take every opportunity to learn about all areas of a business. Confidence is built upon experience and exposure. Wholesale is evolving rapidly, particularly with the growth of e-commerce, AI, customer data and digital transformation, so anyone who continues learning and adapting will create the biggest opportunities for themselves in the future.
And finally, don’t underestimate the importance of relationships. Learn from the people around you and find people who genuinely support you and want to see you do well. Having mentors and people you can talk to openly about your development makes such a difference, especially during those moments where you might doubt yourself.
What is the biggest challenge women face in wholesale?
I think one of the biggest challenges is that women don’t always realise just how many opportunities there are within wholesale. It’s such a broad, fast-moving industry, but from the outside, many people still have quite a traditional view of what wholesale looks like. As the industry continues to evolve, there’s a real opportunity to attract more diverse talent and show people the variety of careers available.
I also think visibility really matters. When people can see different leadership styles, backgrounds and career journeys, it helps make progression feel more achievable and relatable for those coming into the industry. That’s one of the reasons I’m proud to be part of the Women Leading Wholesale initiative led by Food and Drink Wholesale UK (FWD), which helps champion leadership, development and visibility for women across the sector.
“For me, the key moving forward is continuing to create environments where people feel supported, valued and encouraged to grow based on their capability and contribution. The more we continue to showcase the opportunities within wholesale, the more we’ll inspire the next generation to see it as an exciting industry to build a career in, and I hope that I can play a part in being a positive force for this change.
Sarah Guest, Managing Director, Rowan International
What advice would you give to other females looking to further their career in wholesale?
Firstly, never be afraid of putting yourself out there and saying yes to opportunities. Don’t wait to be asked!
The best way to make things happen is to tell people what you want. Whether that’s travel, trade shows, conferences or new roles – the more you speak up, the more comes your way.
If someone offers you something, don’t question, just grab it with both bands as you never know where it will take you and your career. My other piece of advice is for women to seek out other women. This sector can feel like a boys’ club sometimes and that can be lonely so always find a friend in a room.
Networks are everything and nothing gives you confidence when walking into an event like seeing someone you know and can talk to. One great thing about the wholesale industry is although we’re technically competitors, we never act that way as networking only strengthens and boosts us all.
I also have to mention Women in Wholesale, and not just cause I’m an ambassador! Run by the FWD, they actively connect you with other women so get involved.
Read more: Rowland hands over Women in Wholesale keys to FWD
Yulia Petitt, Commercial & marketing Director, Sugro
What you have learnt from being a female leader in wholesale?
Navigating a traditionally male-dominated industry requires a blend of resilience, strategic communication, emotional intelligence, soft skills and authentic leadership style. Standing up for yourself without raising your voice, and communicating with composure, confidence, and authenticity, allows female leaders to be better received in high-pressure environments. Navigating a challenging environment is easier when you are passionate about the industry, its products, and its people. It is important to focus on building long-lasting relationships, seeing the “bigger picture” and anticipating future needs, which is invaluable in a fast-moving environment.
What advice would you give to other females looking to further their career in wholesale?
Finding mentors and participating in support networks is critical for career development. Make time for industry events as these are critical for networking and seeing industry trends firsthand. Connect with other women in the industry to share knowledge and create a supportive and high-performing network. Work hard and learn from other people, events and experiences, don’t be afraid to express your view or try something totally different from what you are used to. Embrace opportunity and learn to be excited about challenges as with challenges come opportunities and experience.
What is the biggest challenge women face in wholesale?
Women comprise nearly half of the wholesale workforce, yet they occupy only 11% of senior roles. Therefore, some women may feel there is lack of opportunities for their career advancement in the sector. Balancing Work and Life can also be tricky in some of the roles. In an industry with early-morning, long-shift culture, maintaining a work-life balance can be a major hurdle.
