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FWD Gold Medal Awards 2021

Unitas Wholesale is proud to congratulate its member wholesalers and that were awarded with FWD Gold Medals during an evening of celebrating the outstanding people, products and services of the last 12 months and recognising the contribution of people in wholesale during the Covid pandemic. 

Unitas Wholesale Trading Director, John Baines was also recognised at the awards evening for his outstanding contribution to Wholesale.


The annual celebration took place for the first time in two years on Thursday 25th November at Old Billingsgate, London, with five Unitas Wholesale members picking up awards, a great effort from all concerned.

Here is a full list of our winning member wholesalers:

Retail Wholesaler

Winner: AG Parfett & Sons

Awarded for demonstration of excellent service to its retail customers, March 2020 – June 2021. 

Digital Innovation

Winner: JJ Foodservice

This award recognises the introduction the most effective digital strategy or innovation to reduce costs, improve efficiency, engage customers or grow sales in the 12 months to June 2021.

Data & Insight

Winner: Time Wholesale Services

Awarded for it’s successful use of sales data to generate increased sales and distribution. The entry should demonstrate key analytical and marketing improvements over the 12 months to June 2021 in achieving the increased sales.

Wholesale Manager

Winner: Mazhar Akram, United Wholesale Grocers

Awarded for demonstration of commitment, innovation, improved customer service and team-building skills, making a significant contribution to sales performance in the period March 2020 – June 2021.

Customer Development

Winner: Ian Cawley, AF Blakemore

This award recognises achievement of significant business growth and increased loyalty among retailers, via business development initiatives, working with suppliers, and relationship building, during the Covid pandemic March 2020-June 2021.

Telesales Star

Winner: Alan Mayor, AF Blakemore

For outstanding customer relationships, product knowledge, understanding of customers’ needs, call handling skills and contribution to their telesales team, during the Covid pandemic March 2020-June 2021.

Emerging Talent

Winner: Kelly Burrows, AF Blakemore

This award demonstrates and celebrates emerging talent throughout the wholesale channel, in any role, and makes an outstanding contribution to the wholesale channel and its customer base.


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