Choco & Lynas on the FWD Podcast: AI That Actually Delivers
What We Learned from Andrew Lynas and Choco CEO Daniel Khachab
Watch the podcast in video
AI is no longer the future — it’s already reshaping foodservice distribution.
That was the central message of our latest podcast episode, featuring Daniel Khachab, Co-founder & CEO of Choco, and Andrew Lynas, Managing Director of Lynas Foodservice, in a conversation hosted by the Federation of Wholesale Distributors (FWD).
Together, they tackled the big question many UK wholesalers are wrestling with:
Should we wait — or start digitising now?
Fear, Skepticism, and Budget Pressure — Sound Familiar?
Let’s face it: many distributors are hesitant. AI can feel overwhelming, budgets are tighter than ever, and no one wants to make a risky move.
But as Andrew Lynas put it:
“Even if I don’t fully understand how it works, I look and go: does this make my customers’ life easier? Yes, big tick. Does this make our staff and the team’s job easier? Yes, big tick. And is it cost effective? Yes, big tick.”
For Lynas Foodservice, the decision to invest in AI and automation wasn’t about chasing trends — it was about staying true to their 75-year legacy of adapting, growing, and putting the customer first.
Choco’s AI: Built for Wholesalers, Not Silicon Valley
Daniel Khachab emphasised that Choco’s technology is built specifically for distributors — not for tech giants or e-commerce giants.
Take Choco’s AI-powered order automation. It helps sales reps save hours of manual data entry every week by processing orders from WhatsApp messages, voicemails, emails, or even photos of handwritten notes — reducing admin by up to 50%.
The result? Reps can spend more time selling and less time typing — and wholesalers can grow faster without increasing headcount.
“If I have a team of 10 reps, with this technology they have the output of 20,” said Daniel.
“That makes me a fierce competitor.”
Cash Flow Tools for the Real Economy
Beyond automation, the conversation also highlighted Choco’s payment solution — giving distributors faster access to funds and simplifying financial management. For businesses squeezed by rising wages, insurance, and energy costs, Choco Cashflow provides breathing room to reinvest and grow.
Andrew shared how these tools helped customers consolidate orders, reduce time spent on the phone, and save money — “down to the minute.”
Relationships Still Matter — Technology Just Makes Them Stronger
Andrew was clear: digitisation doesn’t mean losing the human touch.
“Relationships are still everything. But our job as sales reps shouldn’t be reading out SKUs. It should be solving problems, offering deals, and building real value.”
By taking repetitive tasks off their plate, AI allows teams to focus on the moments that matter — conversations, support, and service.
Final Thought: Don’t Wait to Catch Up
This podcast wasn’t a sales pitch — it was a real conversation between two leaders who’ve lived through the change. The key takeaway?
Waiting could cost more than investing
The customer is evolving. The pressure is real. And the tools are already working for wholesalers like Lynas. Want to talk to the Choco team? Fill the form below to request a 15 min call.