Parfetts introduces new AI system with Cerve. 17 August 2026 Strengthening supplier data with new move at Parfetts. WHOLESALER Parfetts has partnered up with Cerve to introduce new AI technology across its supplier data and strengthen its service across its depots. As part of a multi-year partnership between the two, Cerve will bring together information from across Parfetts' data including emails, files and other existing systems to give its trading team one clear view of supplier pricing, promotions, terms and product performance. Cheryl Hope, trading director at Parfetts, said: "Its supplier relationships are central to the strength of its offer, but the volume and variety of commercial information involved can make it difficult to identify and act on every opportunity. "Cerve will give our team clearer, more consistent insight without creating additional administration for suppliers. This will support better-informed data-led conversations, faster decisions and stronger joint business plans." The new investment will help to bring this information into one easy-to-access location for Parfetts workers that can then be turned into actionable insights that staff will be able to capitalise on. This comes as the employee-owned wholesaler has set a target to hit £1 billion in turnover. The new AI system will collate the supplier information into one place following on from it arriving to the wholesaler from across emails, spreadsheets and documents across a range of formats. Cerve's tech will help reduce the time-consuming work of the Parfetts' trading team examining all of this to create a more clear picture. Additionally, suppliers will not need to log in to a new portal, learn another system or complete additional forms and can continue to work through the existing channels that they are already familiar with. The new system is currently being implemented across Parfetts' tech and is expected to go live in October of this year. Dan Mazig, founder and chief executive at Cerve, said: "Parfetts' scale, growth ambition and appetite for innovation make it an ideal partner for demonstrating how agentic AI can enable better decision-making and closer collaboration in food and beverage. "The Parfetts leadership team is exceptional at spotting where the gaps are and turning them into a competitive advantage. With this foundation, Parfetts can deploy agents across the business and operate faster, with more control and visibility."

London-based Cerve, a provider of infrastructure and API solutions, announced on Thursday that it has secured £3.5M (approximately €4.2M) in a seed funding round led by B2B SaaS specialist VC, SuperSeed, with participation from Zenith, Ponderosa, and The First Thirty.