"Couldn’t recommend highly enough"

- Craig Wallace, MD, Wilsons Pet Food

Wilsons Pet Food are a brilliant example of a growing brand hitting a very real fork in the road on fulfilment. They manufacture their own products in the UK, spanning cold-pressed food, raw, and natural treats, and have built a loyal D2C customer base by doing things properly and staying close to their production roots. A family-run UK brand producing high-quality, natural dog food with a strong focus on simple recipes, quality ingredients, and clear health benefits. www.wilsonspetfood.co.uk

Space at their manufacturing locations was tight, this posed the classic quandary; do you use warehouse space for production so you can scale what makes you money, or keep fulfilment in-house and slow everything else down?

Having made the decision to out-source, previous 3PL experience unfortunately highlighted common issues:

  • Poor Shopify integration
  • Data visibility challenges
  • High pick error rates
  • Confidence took a hit

Reflecting on the solution design, onboarding and post go-live experience Craig Wallace commented:

“We had heard a lot of empty promises from other providers which had a big impact on our performance. Working with Move fresh has been very uneventful. And I mean this in the best possible way. Communication and technical integrations were seamless, and the speed of onboarding was really impressive. There is little to no noise from the day to day, which is exactly what we were looking for“ – Craig Wallace, MD, Wilsons Pet Food

Wilsons came to Move Fresh needing a fast, no-nonsense fix with go-live in around three weeks. As with every onboarding we underpin our client solutions with two important rules from day-one:

  • First rule: clean data from day one. No shortcuts. No “we’ll tidy it later”.
  • Second rule: actually understand the product.

Our team spent time on-site at Wilsons’ production facilities. Walking the flow of their in-house fulfilment, understanding pack formats, SKUs, handling requirements, and where fulfilment could genuinely add value rather than just move boxes. And of course, we did a deep-dive on data.

The result?

  • Smooth onboarding
  • Stable, accurate Shopify integration
  • Clean WMS data
  • A calm go-live, which is the best kind
  • Ongoing strong service performance
  • Plus, we now handle their B2B pallet shipments as well

This is what onboarding should look like when production-led brands outgrow in-house fulfilment. Get the fundamentals right, and everything else gets easier.

Big thanks to the Wilsons team for the trust and the collaboration. Onwards.