Wholesales to accelerate route to market with AI system
LEADING wholesalers Parfetts and JW Filshill have introduced the AI-powered platform Wholepal to create new line forms and streamline the route to market for both.
Parfetts and Filshill are among the first businesses to go live with Wholepal, a new AI-powered platform that is designed to modernise how technical product data is shared across the grocery supply chain by targeting the manual, error-prone process of completing and processing new line forms.
Wholepal will look to streamline the process, which can take up to 12 weeks before a new product can go live in a depot, by using industry-trained AI that will allow suppliers to upload their product specification documents directly to the platform. This information is then extracted, structured and stored automatically through the AI process, helping to remove any potential room for error throughout this process.
Victoria Lawson, founder of Wholepal, said: “Time and again, I saw product sales slowed down by admin. The way product information is shared hasn’t fundamentally changed in decades. It’s manual, inconsistent and outdated.
“Having Parfetts and 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.”
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 the data provided for wholesalers not yet on the platform.
Wholepal’s ambition is now to play a leading role in modernising product technical data sharing, initially across the UK wholesale market, with the potential for more international opportunities a long-term goal for the firm.
Cheryl Hope, trading director at Parfetts, said: “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 Filshill, said: “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.”
