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A.F. Blakemore Wins at FWD Gold Medal Awards

November 28, 2022

Gold Medal Use of Data and Insight

A.F. Blakemore is celebrating after winning the Data and Insight award at the Federation of Wholesale Distributors (FWD) Gold Medal Awards.

The event, which took place on 24th November at the Old Billingsgate in London, celebrated the outstanding people, products and services across the food and drink wholesale sector over the past 12 months. 

The Data and Insight award was established to celebrate the wholesaler that has used sales data the most successfully in the sector to generate sales.

A.F. Blakemore won in recognition of its data initiative ‘Promotions Utopia’, a project established to increase retailer margin, make promotions more relevant to customers and reduce the number of promotions for improved store efficiency.

The company partnered with leading data analysis expert IRI to analyse and understand the effectiveness of promotional mechanics as well as in-store location in driving incremental category sales.

Group Marketing Director Sarah Ellis commented: “We are thrilled to win this award and be recognised as data and insight leaders in the wholesale industry.

“The real benefit from this project was clear and actionable insight, allowing us to deliver an immediate profit improvement, a simplified promotional programme and an improved understanding of pricing and promotional strategies across all categories.

“The reduced promotion programme has enabled remaining promotions to have greater impact and be more relevant to our customers. 

“Meanwhile, the data analysis has enabled us to make more robust recommendations to our retail customers and also support our supply chain partners better with forward planning.”

FWD Gold Medal Awards - Data and Insight winner

A.F. Blakemore Group Trading Director Rupert Morris (third left) and Local Marketing Partners Controller Tracey Thompson (third right) collect the Data and Insight award alongside IRI Account Manager Edward Dunn (second right) 


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