Cash and carry wholesaler Parfetts targets data led growth as it taps Cerve agentic AI platform
Parfetts has partnered with Cerve to introduce agentic AI across its supplier data. Under the multi-year tie up, Cerve will connect directly to emails, files and systems and turn the extracted data into a unified view of pricing, promotions, terms and product performance for Parfetts' trading team.
Cheryl Hope, Trading Director at Parfetts, says: “Our supplier relationships are central to the strength of our offer, but the volume and variety of commercial information involved can make it difficult to identify and act on every opportunity. Cerve will give our team clearer, more consistent insight without creating additional administration for suppliers. This will support better-informed data-led conversations, faster decisions and stronger joint business plans.”
Dan Mazig, Founder and CEO at Cerve, says: "Parfetts' scale, growth ambition and appetite for innovation make it an ideal partner for demonstrating how agentic AI can enable better decision-making and closer collaboration in food and beverage. The Parfetts leadership team is exceptional at spotting where the gaps are and turning them into a competitive advantage. With this foundation, Parfetts can deploy agents across the business and operate faster, with more control and visibility."
The platform will help Parfetts assess product and promotional performance, spot changes across its supplier base and respond more quickly to emerging commercial opportunities. Suppliers are expected to benefit from clearer reporting, more informed trading conversations and greater visibility of opportunities for joint growth. The resulting insight will also help Parfetts strengthen its ranges, promotions and availability for Go Local retailers.
Guy Swindell, Joint Managing Director at Parfetts, says: “Our ambition to reach £1 billion in turnover depends on investing in capabilities that allow us to grow intelligently and sustainably. Cerve will help us operate more efficiently and work even more closely with our suppliers, while ensuring the Parfetts trading team remains in control of commercial decisions. Ultimately, that will contribute to a stronger proposition for our retailers, customers and employee owners.”
Roll-out is now underway with go live set for October.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
