Craig Hadfield Email and Phone Number

In my current role I am responsible for building and delivering the foodservice strategy. I had the challenge of gaining growth in what has been a stagnant market for many years. Fortunately, with the support of my newly appointed commercial team, we are delivering some great results and are now back in growth.My years of retail experience, category data and marketing support has given me a fresh and exciting approach to managing our foodservice business.

I am a key member of the site Senior Management Team (SMT) Supplying Chilled Ready Meals and Pizza to a number of retailer customers including ALDI/ASDA/OCADO/AMAZON.Heading the chilled business unit which includes Commercial, NPD, Category management and Technical functions across three production sites with responsibility for sales budget of c£70m with total accountability for Sales Value/Volume/EBITDA/Customer JBPs and trading agreements.I am challenged with building a strategic business model that delivers profitable growth for both supplier and retailer in a very competitive, inflationary market.Implementation of retailer category strategy is a prerequisite as the market and retailer demand volume and value growth, but this must deliver a positive financial impact for both businesses.

Reporting to the Tesco Commercial Director with sales budget in excess of £100m with full account P&L responsibility and 4 operating sites.Responsible for Branded and own label account activities and leading a team of Account and Category managers, NPD and Supply chain. Accountable for delivering customer KPIs including JBPs/Trading Terms/Quality targets/Inbound service levels and Animal welfare standards.Coordinating a wide variety of internal and customer projects, with the additional challenge of multiple processing sites operations.Ensuring all areas of the business are profitable and in growth, while aligned with the customer trading and category strategies. Building strategic customer plans to ensure alignment with the Pork market and its current challenges, while adhering to Tesco corporate policies and animal welfare standards and guidelines.

Promoted to Head of retail sales for the “Cured” sector of the Pork division, operating at senior management level.Responsible for a team of Account Managers and Category teams.Customers Accounts include Tesco/ASDA/CO-OP/Iceland/Aldi/Spar/One Stop. Accountable for all UK Bacon/Gammon/Fresh Pork and Cooked Meats categories.Responsible all customer commercial agreements including joint business plans/Trading agreements and customer KPI’s.Successful in delivering a price increase for Christmas Gammon across the customer base valued at £1.8mPersonally responsible for developing a revolutionary strategy to deliver 4% volume growth in a declining Bacon market. A number of award winning NPD products developed and launched successfully

Managing a business portfolio that included further processes FMCG and fresh food with an account value of £36m.Accountable for driving sales growth, Category plans and customer KPIs in a static commodity market.Conducting the usual retailer Category and performance plans ensuring market trends and growth are in line with current trends.