UK wholesalers Parfetts and J.W. Filshill among first to deploy AI platform Wholepal

Two UK wholesalers, Parfetts/Go Local  and J.W. Filshill, are among the first businesses to go live with Wholepal, a new AI powered platform designed to modernise how technical product data is shared across the grocery supply chain.

Wholepal was founded by Victoria Lawson, following years spent working with FMCG suppliers and wholesale partners. “Time and again, I saw product sales slowed down by admin,” she says. “The way product information is shared hasn’t fundamentally changed in decades. It’s manual, inconsistent and outdated.”

She adds that, for wholesalers, this results in cleaner data, fewer errors and faster product setup, reducing onboarding from weeks or months to minutes, while also ensuring product data remains accurate and up to date over time.

Both Parfetts/Go Local  and J.W. Filshill are using the platform to streamline supplier onboarding, improve data accuracy and free up internal teams from time-consuming manual work.

Lawson comments: “Having Parfetts/Go Local  and J.W. Filshill go live is a hugely important milestone for us. These are two highly respected wholesalers who understand the operational realities of the sector, so to see them adopt Wholepal is a strong validation of the platform and the problem it’s solving.”

Cheryl Hope, Trading Director at Parfetts/Go Local, says: “Anything that helps us range products faster, reduce manual work and improve data quality is a real benefit. Wholepal gives us a more efficient and consistent way to work with suppliers, while supporting quicker routes to market.”

Chris Miller, Chief Commercial Officer at J.W. Filshill, says: “Product data is fundamental to how we operate, but the way it’s traditionally been shared hasn’t kept pace with the rest of the industry. Wholepal helps remove friction from supplier onboarding and data updates, giving us greater confidence in the accuracy of the information we receive while saving valuable time for our teams.”

In late 2025, Wholepal also launched what it describes as the world’s first public, AI powered new line form generator, allowing suppliers to generate fully populated, wholesaler ready forms directly from live product data for wholesalers not yet on the platform.

“New line forms are notoriously complex,” says Lawson. “But the response has shown just how much the industry needs a better, faster way of doing this.”

As margin pressure intensifies across the wholesale sector, Wholepal is pitched as background infrastructure rather than another system to manage, helping wholesalers range products faster, realise revenue sooner and strengthen supplier relationships.

“Our goal is to help wholesalers and suppliers get ahead, not weighed down by admin,” says Lawson. “By removing weeks of manual work and keeping product data accurate and up to date, we can help products reach shelves faster, which is a real competitive advantage across the supply chain. This is about unlocking growth that’s already there. The industry doesn’t need more paperwork. It needs better systems.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.

Check out our finalists here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2026 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2026 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.