Birchall Foodservice celebrates landmark year of growth, awards and leadership success

The past 12 months have seen Birchall Foodservice strengthen its position as one of the UK’s leading independent foodservice wholesalers, combining strong commercial performance with major business milestones and industry recognition.

A key highlight has been the appointment of Gill Smith as managing director, supported by commercial director Nicola Watson.

Both leaders began their careers at Birchall Foodservice in entry-level roles and have worked their way up through the business. Nicola also marked an impressive 20 years with the company this year. A milestone that reflects Birchall’s long-standing commitment to nurturing talent and promoting from within.

Birchall Foodservice’s success has been recognised across the industry, with multiple award wins in 2025:

Two wins at the FWD Gold Medal Awards in November, including:
•    Best Wholesaler (turnover up to £50 million)
•    Telesales Star, awarded to Jonny Carroll

Two wins at An Evening with the Country Range Group Awards, taking home:
•    Best Member
•    Best Digital Activation

The business has continued to invest in its infrastructure and geographic reach, with the opening of a new depot in Rotherham. The site enables Birchall Foodservice to serve more customers across South Yorkshire and the Midlands, supporting faster growth and improved service levels.

This was coupled with the acquisition of Quality Foodservice (QFS) in Middlesbrough, significantly strengthening Birchalls’ presence in the North East and extending its ability to support customers across the region.

The addition of QFS also enhances Birchalls’ fresh offering, allowing the business to provide a broader, higher-quality range of fruit, vegetables, herbs and prepped produce, giving customers even more choice and consistency.

Birchall Foodservice has experienced strong sales growth in the past 12 months, with turnover for the group (Birchalls and QFS) projected to reach £65m by April 2026.

One of the year’s most significant customer wins saw one of Birchalls’ largest school partners award £1.6m of new business in Cumbria, citing the exceptional service already delivered to their schools across Lancashire, Manchester and Yorkshire.

The company also successfully rebranded its annual tradeshow as the Birchall Food Show, delivering record-breaking results. Visitor numbers nearly doubled, supplier attendance increased by 30 per cent, and sales on the day were ten times higher than at any previous event, underlining the strength of Birchalls' customer and supplier relationships.

Justin Birchall, chairman of Birchall Foodservice, said: “I’ve been incredibly proud of what Gill has achieved since stepping up to managing director.

"She’s shown real leadership and commitment, and I’ve been consistently impressed by her approach. I know the business is in very good hands. Gill’s journey is a brilliant example of what can be achieved when you nurture talent, promote from within, and trust your own people. With the team we have in place, and the growth plans ahead of us, I’m genuinely excited about what the future holds for our business.”