Craig Hadfield
Head of Food Service @Pukka
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WORK HISTORY
Head of Food Service @Pukka
Leicestershire, GB
Responsible for leading the Commercial, category, marketing and customer relationship across the Foodservice/OOH channels. I have successfully built and delivered a business strategy that has reversed a 14 year decline into growth in a declining sector. Understanding the consumer, end user and wholesaler requirements allowed me to adapt the product proposition to deliver significant results. With the support of my dedicated commercial team and wider business support, we 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.
ABOUT CRAIG HADFIELD
I am a professional, outgoing, enthusiastic individual with an entrepreneurial, goal orientated approach and an energetic personality. My contagious enthusiasm, along with a “hands on” management style, has allowed me to lead and motivate teams while building close working relationships. This authentic, natural approach has led to continuous proven success across a broad product and customer portfolio. I have held senior leadership positions across a broad range of food production facilities and product sectors. This has given me a wide knowledge of chilled and frozen products, both branded and private label along with Director/Board level exposure. Sales performance, strategy planning, project leadership, forecasting, budgeting and continuous business improvements are standard responsibilities. My experience has given me exposure to major retailers, OOH/foodservice buying groups, large wholesalers, end users and procurement routes to market. My experience spans across primal and processed meats, ready meals, pizza and savoury pastry. Strategy, category management, people management, account management, relationship building are all key strengths that compliment my experience, this allows me to adapt and adjust to challenges and complex business objectives. Major Achievements - Most recently, wrote and executed a Foodservice Branded pastry strategy, turning a 14 year decline into significant growth in a declining sector while improving internal margins- Instrumental in securing £8m of Aldi ready meals and £10m of ASDA Pizza business- Secured price increases of £1.4m for Christmas products at an extremely price sensitive period across Tesco/Asda and Discounters- Constructed and implemented a Tesco JBP that accrued a zero value or volume loss, out of unsustainable ‘guaranteed’ margin deal- Transformed a team of de-motivated, detached and underperforming Account Managers into a cohesive, driven and passionate team of individuals- Launched first to market “Standard plus” tier into Asda, by adding value and quality to existing standard tier products-Concept to launch of the first to market Retail Ready Packaging, resulting in a revolutionary strategy to deliver 4% volume growth in a declining Bacon market- Developed and delivered the concept of ‘pick and mix’ ready meals, subsequently adopted by all retailers- Winner of numerous customer awards, recognitions and “VION Employee of the year”
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