INDUSTRY INSIGHT The soft drinks partner powering UK vending
Th s month V learns more about Midlands-based soft drinks distributor Manag ng director om homas shares some insight in this Q&A
his monthi VI leI Managing diri
Can you share a brief history of West-O Direct? West-O Direct is a Midlands-based, family- run soft drinks distributor. Starting from a single pallet of Coca-Cola cans to local customers in 2023, today we dispatch 25+ trucks weekly to wholesalers, retailers, vending companies and forecourts
nationwide. We are known for our day in, day out reliability, ability to scale with demand, and in being able to deliver a friendly, approachable service to the country’s top companies in wholesale and retail. Today we are becoming one of the UK’s fastest-growing names in soft drinks distribution, and we still remain at our core focused on being – Always by your side. Website:
www.westodirect.co.uk
How is your company involved with the vending/automated retail sector? West-O Direct is strengthening its role in the vending and automated retail sector by pledging to supply leading soft drink vending operators. We’re also developing dedicated product ranges choice for vending operators looking for support on their soft drinks.
Why should customers in this sector choose you? needs a single pallet to top up or a full wagon to cover nationwide demand, we can deliver with the same speed and consistency. That ability to scale up or down — while still offering competitive pricing and dedicated product ranges — makes West-O Direct the partner of choice for vending operators.
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vendinginternational-online.com
arns more about Midlands-based soft drinks distributor West O Direct ector Tom Thomas shares some insight in this Q&A
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What challenges have you faced in the last few years, and how have you overcome them? In the early days we were almost entirely focused on full-load business, which was essential for building volume and scale. That foundation gave us the buying power to stay competitive — and today, it’s what allows us to keep prices low even for smaller orders. The shift has opened new opportunities, especially with vending and automated retail companies, where a single pallet can matter just as much as a truckload. By adapting our model, we’ve been able to value.
Can you share an example of a standout project and what made it successful? A standout project for us right now is working with a major logistics operator that owns multiple distribution centres across the UK. They’re rolling out their own vending machines nationwide, and we’ve been tasked with not just supplying the drinks but helping build the entire ecosystem around it. That’s meant sourcing machines from some of the top names in the industry, pledging to champion UK brands, partnering with British servicing companies, customers beyond supply — and it’s due to be mobilised in the coming weeks.
What’s your growth strategy? drinks wholesaler for the UK’s vending sector. We’ve built scale through our full-load soft drinks business, and now we’re using that service for vending operators. Whether it’s a single pallet or a full wagon, our goal is to make West-O Direct the trusted name in soft drinks distribution for vending companies nationwide.
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