Wholesaler Parfetts has shifted to digital and AI-driven product management across its entire business, becoming one of the first UK wholesalers to require suppliers to submit product information through a single platform.

The business has shifted to the AI-powered platform Wholepal for all submissions and updates, which replaces the paper forms, spreadsheets, and email chains.

The move aims to speed up product listings, improve the overall data quality, and reduce the manual administrative work for both suppliers and Parfetts.

This is part of the wholesaler’s wider investment in digital technology to support suppliers and retailers.

The move follows the launch of Parfett’s Go For Growth initiative, which comes ahead of the separation from Unitas and shift towards operating independently.

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Cheryl Hope, trading director at Parfetts, said: “The way our industry handles product data hasn’t really changed in years, and we think that needs to shift. As we continue to strengthen our relationships with suppliers, it’s important that we’re making it as straightforward as possible for them to do business with us.

“Wholepal removes unnecessary administration from the product listing process, improves the quality of information we receive, and helps us bring new products to market more quickly.

“It also gives our category teams more time to focus on ranging, promotions, and working alongside suppliers to identify new opportunities for growth, rather than managing manual data processes.”

The wholesaler is set to phase in manual product submissions by the end of the year, with suppliers moving to the new platform over the upcoming months.