After 50 years of working with brand owners to provide innovative solutions that add value to clients’ businesses, Wholesale Brand Management (WBM) has moved into a new era as it develops its consultancy and brokerage services in the UK-wide food and drink industry.
Headed by entrepreneur Graeme Clark, the central Scotland-based company, founded as Scot Serve in 1975, has rebranded, strengthened its management and implemented key strategy changes as it bolsters its market position across the wholesale, retail and foodservice sectors – drawing on its many years of experience to create a clear point of difference in the UK food and drink sales consultancy sector.
“In addition to rebranding the business to make it easier for clients and prospective clients to better understand how we operate and why we are different is important. While our strategy has always been to work with fewer clients so that we can offer a more focused service for each individual client, staying future-focused by developing our services has been a key part of these changes,” explained Mr Clark.
“Our goal is to provide the solutions that add value to clients’ businesses – an approach built on trust, understanding and experience of what works in the marketplace and what our clients’ customers are looking for at any given time.”
Fergus Aitken, WBM’s head of sales and marketing, said: “We’re tapping into our strong networks to work with clients to grow their businesses – often targeting news growth areas. Our support is bespoke – we know what works for one client won’t be effective for another – so it’s very much a partnership approach that involves a tailored plan for each brand aligned to the customer’s requirements.
“Representing brands that align with our core values ensures that we create true partnerships that benefit all stakeholders.
“True collaborations are a powerful force,” he added, pointing to long-established WBM client FrieslandCampina UK, owner of YAZOO, the UK’s number one flavoured milk brand. “The company has been a client many years – in fact, we mark 30 years representing them in 2026 – and we are now working with them UK-wide across wholesale and convenience.”
Explaining why the global dairy company has chosen to collaborate with WBM for 30 years, Alasdair Dadswell, business unit controller at FrieslandCampina, noted: “WBM have consistently provided excellent service and have become a truly trusted supplier to our business.
“They operate as an extension of our team – a genuine consulting partner who we can openly share ideas with, challenge thinking, and collaborate with to deliver the best possible outcomes.
“What sets WBM apart is their growth mindset. They’re always looking to broaden their knowledge and stay ahead of the curve, and when you combine that with their personal touch, they make a meaningful impact across multiple functions. It’s this blend of expertise, curiosity, and partnership that has underpinned our longstanding relationship.”
Also part of the WBM team is Kenny Magee, head of commercial operations, who brings wide-ranging experience to the business gained over many years working in the FMCG and beverages industries and is a well-known figure across the wholesale, impulse and convenience sectors.
He said: “As head of commercial operations at WBM, I use decades of FMCG and beverages insight to align strategy with execution, ensuring every client receives a tailored commercial solution that delivers measurable growth. My focus is on collaboration, operational excellence and driving results that strengthen both our clients and customers’ businesses, delivering long-term success.”
Mr Clark added: “We’re thinking differently when it comes to brand growth and FrieslandCampina is a case in point, showing how we have built trust with them over the years, taking time to understand their brand values, position in the market and, crucially, their goals.
“While we started out representing brands solely in Scotland, we operate across Great Britain – we are not defined by our location. Our clients understand that it is our experience, long-term vision, flexibility, and ability to see what they might not see that is our strength, not where our head office is.
“Our relationships are further strengthened through attendance at key industry events both north and south of the Border, where we reconnect with existing colleagues and have the opportunity to discuss our services first hand in an environment that allows us to make those all-important first connections.”
“While we have chosen to collaborate with fewer brands in order to provide a more intensive, tailored approach, we are obviously always open to working with brands and companies with whose values we align with.”