Family-run independent wholesaler Walker Humphrey is marking its 60th anniversary with a brand refresh and new digital strategy.
Founded by master baker Joseph Walker Humphrey, the West Yorkshire-based business supplies ambient, chilled, and frozen ingredients to craft bakeries, butchers, farm shops and garden centres.
The rebrand is designed to modernise the company’s look and messaging while staying true to its core value of the customer being central to the business.
A new e-commerce website has been created to offer a faster, more flexible ordering system alongside the company’s traditional telesales and field teams.
Features of the website include 24/7 ordering from any device, customer-specific pricing, and exclusive online-only discounts, alongside easy reordering and improved account visibility via online invoice access.
Walker Humphrey said the new site will also increase the availability of telesales and field teams to customers, giving them more face time and the ability to offer more product and technical information.
The business has also been expanding its product portfolio following the acquisition of canned food supplier Currie Hindley in 2023, a move that increased its range of tinned goods and staples such as own-brand tinned meats, beans and tomatoes.
Walker Humphrey has now launched a new own-brand range called Joe’s Finest, which has debuted with jams and will include mincemeat and preserves.
In July, the business also rolled out an own-brand crème cake mix range designed to offer bakers and sugar craft businesses quality, consistency and value.
“There’s a real sense of momentum in the business right now, driven by the everyday wins that matter to our customers,” said Walker Humphrey managing director Martin Humphrey
“We’ve brought in people who genuinely understand bakeries, invested in a digital platform that is already proving its worth, and strengthened our range from specialist ingredients right through to cupboard favourites.”
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