We were delighted to attend this year’s FWD Conference which brought together a diverse array of industry experts and thought leaders to explore the critical issues shaping the food and drink sector. Topics ranged from political implications and technological advancements to sustainability, cybersecurity, and innovative business practices. Here are the key takeaways and insights for businesses aiming to thrive in a rapidly changing environment: 

Political Uncertainty 

DGA Group discussed the potential impacts of the upcoming General Election on the wholesale sector, highlighting the need for businesses to remain agile and responsive in navigating regulatory changes. They emphasised that a change in government could lead to significant policy shifts in areas such as wages and workers’ rights. A focus on wages is expected to increase labour costs, which is particularly challenging in an industry already facing difficulties in filling positions. Enhanced workers’ rights could lead to stricter regulations, impacting operational flexibility. 

The potential overhaul of the apprenticeship levy was seen as a double-edged sword, potentially providing positive opportunities for workforce development. However, changes in food policies, such as age restrictions on the sale of vape products and high-fat, sugar, and salt (HFSS) foods, could continue to affect the product range and compliance requirements for wholesalers. 

The transformative power of AI and Technological Innovations 

Choco delved into the potential of AI in revolutionising supply chain management and customer engagement. They introduced their AI solution designed to process orders from traditional channels such as voicemails, emails, and WhatsApp with minimal errors and direct ERP integration. This technology not only enhances operational efficiency but also reduces the likelihood of manual errors, thereby improving customer satisfaction. 

They emphasised the role of AI in optimising operations and enhancing customer experiences. However, they were keen in underscoring the importance of clean data for meaningful AI-driven insights. Something Oporteo also recently discussed in their blog on the role of AI in Product Information Management. 

The innovative use of technology was also evident in Costa’s “Coffee Creations” robotic kiosk and SABA’s self-serve ramen bar. These examples showcased how automation and robotics could revolutionise food service, offering convenience and consistency while addressing labour shortages. 

Consumer and Market Trends 

Despite political and economic uncertainties, value remains the highest psychographic factor influencing food and drink purchases. Lumina Intelligence highlighted the growth of the “Food to Go” sector, which continues to expand as consumers seek convenient, quality meal options on the move. Investing in high-traffic locations like train stations and airports is crucial for capturing this growing market segment.  

Sustainability and Corporate Responsibility 

3Keel‘s discussion on sustainability emphasised the importance of integrating sustainable practices within the supply chain. They highlighted the Wholesale Sector Net Zero Roadmap launched by FWD, aiming to reduce emissions and enhance food security. Collaboration across the supply chain was identified as key to achieving sustainability goals, with climate change posing a significant threat to food supply and security. 

The importance of human sustainability was also considered, emphasising the need for a supportive and life-enhancing work environment. Investing in the physical and mental wellbeing of employees not only reduces costs associated with mental health issues and absenteeism but also fosters a happier, more creative workforce. Businesses were also encouraged to consider generational differences, work-life balance, and supportive policies to attract and retain talent in an increasingly competitive labour market. 

Diversity, Inclusion, and Consumer Engagement 

Corin & Co brought attention to the significance of diversity and inclusion in fostering innovation and enhancing consumer engagement. Their session emphasised the business imperative of embracing diversity as a driver of creativity and organisational resilience, reflecting broader societal values and consumer expectations. 

Cybersecurity and Risk Management 

RSM‘s session on cybercrime provided an essential look at the rising threats faced by businesses in the digital age. They discussed proactive measures and best practices for safeguarding sensitive data and mitigating cybersecurity risks, highlighting the importance of robust cybersecurity frameworks amidst increasing digitalisation. 

Social Media, Influencers, and Brand Engagement 

Cirkle‘s session on social media and influencer marketing highlighted the power of digital platforms in enhancing brand visibility and engaging consumers. Effective use of influencers can shape consumer perceptions and build brand loyalty, providing a competitive edge in the digital marketplace. Businesses were urged to develop robust digital strategies to leverage these opportunities effectively. 

Keynote Address: The Art of Negotiation 

The conference concluded with a captivating address by a leading global hostage negotiator, offering profound insights into the psychology of negotiation and conflict resolution. Drawing on her extensive experience, she provided invaluable insights into negotiation tactics that are applicable in business contexts. Key strategies included thorough preparation, active listening, and empathy, which are essential for understanding and addressing the needs of counterparts.  


The FWD Conference 2024 was a great opportunity for industry leaders to exchange ideas and explore emerging trends in the food and drink sector. From leveraging AI and embracing sustainability to navigating regulatory landscapes and enhancing consumer engagement, the conference reinforced the importance of innovation, agility, and consumer-centric approaches in driving business success. 

As businesses continue to navigate dynamic market conditions and evolving consumer expectations, the insights shared at the FWD Conference serve as a valuable roadmap for industry leaders seeking to capitalise on opportunities and overcome challenges in a rapidly evolving marketplace. By embracing technological advancements, prioritizing sustainability, and fostering a supportive work environment, businesses can position themselves at the forefront of the industry, driving value and building lasting consumer relationships.