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29 Jan 2024

Buyer Insights: Viki Wilkinson of The Country Range Group

Buyer Insights: Viki Wilkinson of The Country Range Group

In the latest in IFE's Buyer Insights series, Viki Wilkinson, Category Buyer at The Country Range Group, shares some of the trends she's most excited about in 2024. 

What are you responsible for buying in your role?

I look after a number of product categories, including desserts, sweet & savoury bakery and soft drinks.

How do you keep on top of new products and trends?

Our marketing teams regularly share information from our insights partners as well as trends seen within the Group’s customer base and across social media. We also work closely with our suppliers to ensure our Members have access to the most up to date products.

Is there a trend or product you’re particularly excited about this year?

I think we still have more to see from the Retro trend. I also think Affordable Luxury is going to play a big part in the next few years. People want touches of luxury or moments of happiness in their day which can be sought through food and beverages, however they want to feel like they have had good value when spending their hard-earned money.

What makes a supplier stand out from the crowd?

Clear and consistent communication, with a good innovative NPD schedule, whilst not letting the day to day products slip.

Why are you planning to attend IFE in 2024?

It’s important that we attend IFE to meet new suppliers and keep our member wholesalers’ offering fresh and update. It’s also great to keep forging relationships with our long-standing existing suppliers that we can visit at the show too.

Click here to register for IFE 2024, part of Food, Drink & Hospitality Week. 


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