Parfetts has struck a multi-year partnership with Cerve to roll out agentic AI across supplier data, in a move the employee-owned wholesaler says will help it turn fragmented commercial information into faster, more consistent trading decisions.
The system is due to go live in October and will pull together material already sent to Parfetts through emails, files and existing systems. The aim is to give the trading team a single view of supplier pricing, promotions, terms and pr...
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oduct performance, rather than forcing staff to piece together information from spreadsheets, documents and different inboxes.
Parfetts said the project sits within its wider plan to grow intelligently and sustainably, while also making itself easier for suppliers to work with as it pursues £1bn in turnover. The business has been leaning heavily on data-led growth as it looks to sharpen its commercial edge in a sector where speed and clarity can be decisive.
Cheryl Hope, trading director at Parfetts, said supplier relationships remain central to the offer, but the volume and variety of commercial material can make it difficult to spot every opportunity. She said Cerve would give the team clearer insight without adding administration for suppliers, supporting better-informed conversations, faster decisions and stronger joint business plans.
According to Parfetts, suppliers will not need to log on to a new portal, learn a separate system or complete extra forms. Instead, they will continue to use their existing channels, while Cerve processes the information, flags changes and highlights areas that may need action.
Dan Mazig, founder and chief executive of Cerve, said the wholesaler’s scale and growth ambition make it a strong fit for showing how agentic AI can improve decision-making and collaboration in food and drink. He added that the partnership could allow Parfetts to deploy AI agents more widely across the business and operate with greater speed, control and visibility.
The deal reflects a broader push among wholesalers and grocery suppliers to use AI to reduce manual work and extract more value from commercial data, especially where information arrives in inconsistent formats and across multiple systems.
Source: Noah Wire Services
