Wholesaler Management : FMCG Training Course

About the course

Working with wholesalers is very different to traditional retailers. Understanding them deeply is key to successfully unlocking value in the partnerships both ways. Over these 2 x half days, we will deep dive into everything you need to know when dealing with wholesalers.


  • Be your wholesalers’ favourite supplier
  • Grow faster by avoiding the basic but common mistakes
  • Use lesser known but effective tactics
  • Navigate commercials with confidence

The course covers:

  • Different types of wholesaler
  • The UK wholesaler landscape
  • How wholesalers work
  • Insight from a wholesaler
  • Understanding their customers
  • Push vs pull
  • Marketing and growth mechanisms
  • Wholesaler commercials and pricing mechanics

Designed for

We recommend this course for anyone working with wholesalers.

Meet the trainer

Phil Banfield is the founder and managing director of VentureField, a consultancy that has for the last 13 years specialised in helping startups and established businesses step change their commercial performance. Phil has over 30 years’ experience in the food and drink industry and is a former executive for companies including M&S and Associated British Foods.

Hear from your peers…

 “The young foodies Wholesaler Management course gave a good overview of the industry and was brilliant structured as a logical thought process on how to target and succeed in the industry. It also covered key areas and easy to miss information that will help you ask the right questions in your next wholesaler meeting!”


“I am going away with a lot more knowledge about the different type of wholesalers and which ones could be a great fit for our brand. I feel more confident now when having the think about the relationship I would like to develop and improve with current and new suppliers.”


“A really helpful insight into the role wholesalers play in the food industry. I would highly recommend it if you are new to the industry like me.”


“Some great insight by Phil who has a wealth of knowledge in this field. Would recommend this course to the whole sales team.”



All our training is digitally held.



Preferred Suppliers

Our Preferred Suppliers are a selection of businesses that we have vetted and trust to recommend to our brands. We have negotiated discounts or deals with many of them.

Access to the list and discounts is a benefit to Community members only.

If you are not a Community member, find out more about joining here.
If you are interested in being a Preferred Supplier, find out more here.

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