The experience of a former SRFDA winner is being used to highlight the benefits of the Scottish Wholesale Association’s (SWA) ‘Delivering Growth Through Wholesale’ (DGTW) programme.
Perthshire-based Clootie McToot was one of our Bronze Award winners in 2022, and now features in one of three case studies launched this week to increase awareness of DGTW, which aims to educate and engage with producers on the opportunities provided by the wholesale sector.
Launched in 2021, DGTW is a local supply chain training and education programme delivered by SWA, designed in collaboration with SAOS and Scotland Food & Drink, and supported by the Scottish government. It provides local producers with a one-to-one mentoring support session to ensure their business is wholesale-ready.
The case studies show the benefits for producers in participating in the programme, which Clootie McToot did in January 2023. Since then till last October, the business has achieved total annual sales through the UK wholesale channel of about £30,000 and secured six new product listings for its clootie dumplings.
Clootie McToot owner Michelle Maddox said: “Before getting involved with DGTW, I had a meeting with a wholesaler and just didn’t understand the wholesale terminology and what wholesalers needed, so the programme was really useful in that respect.
“I also learned how important wholesale is as a route to market, so there are massive benefits and I wouldn’t hesitate in recommending other small producers to get involved.”
Clootie McToot also added to its awards haul last month, when it was named Local Supplier of the Year at the Scottish Wholesale Achievers awards in Edinburgh, scoring maximum points for its understanding of the Scottish wholesale channel, its local roots, and marketing and ecommerce activities, as well showcasing the innovation and quality of Scotland’s food and drink.
The other case studies feature handmade chutney producer Millers Larder from Lanarkshire and Aberdeenshire-based Lost Loch Spirits.
At Millers Larder, Jean Miller had already made inroads into the wholesale channel via SWA member Braehead Foods but wanted to further develop her business in the sector.
Since completing the programme, Millers Larder has seen total sales through the wholesale channel reach a five-figure sum and total turnover soar even higher. Jean said: “I’m a great believer in making connections – they are so important.
“I have always realised that wholesale is the way forward for my business but being part of DGTW reaffirmed that for me and in the future wholesale will be my bread and butter.”
Pete Dignan from Lost Loch Spirits highlighted that since completing the programme in early 2022, the company has started trading with two new wholesalers, which has resulted in four new product listings – leading to an increase in total sales through wholesale by £10,000.
Pete added that DGTW has enabled Lost Loch, which produces absinthe, gin and whisky, to make good contacts within wholesale in a targeted way and develop an understanding of the firm’s USP within the wholesale marketplace.
“We are very good at making our brands but not so good at selling and my experience of DGTW has helped us focus on areas of the business where we need more expertise,” he said. “We’re at the stage now where we’re ambitious to grow our business.”
SWA chief executive Colin Smith commented: “It is remarkable that as of March this year there have been over 230 new Scottish product listings via 59 new wholesale partnerships since launching DGTW in 2021 – and testament to the willingness of both producers and wholesalers to work together to bring exciting and innovative products to a wider audience.
“As our case studies demonstrate, the initiative equips local Scottish producers with the insights and strategies needed to successfully navigate the landscape of the Scottish wholesale channel through training comprising of two half-day virtual workshops, followed by bespoke one-to-one support.
“We’re keen to work with even more producers in 2024 so please contact us at info@scottishwholesale.co.uk to find out more.”
