What was your dream job at school?
A: Professional footballer. I had trials as a schoolboy, and West Brom and Nottingham Forest both wanted to sign me, but I was only 14 and it would have meant moving away from home – I’m not sure I was ready for that.
Q: What did you end up doing instead?
A: There comes a point when you realise you’re probably not going to make it as a pro. I still enjoyed playing football – even went to the States to coach it for a while – and spent three years as a PE teacher.
Q: How did you get into the food industry?
A: I got a break – Booker was looking for sales people and I joined them. I spent 10 years there and loved every minute of it. I gained experience in sales, management and training.
In 2001, I moved to retail field sales at Trebor Bassett, part of Cadbury’s, where I ran a 100-plus team and dealt with high-street shops and independent retailers.
Confectionery is all about appeal and choice, and it was exciting to get my head around that.
I moved to foodservice in 2005 and found it very beneficial to have a retail background because there’s real crossover between the two markets.
Q: Can you describe your current role at Cadbury’s?
A: After Cadbury’s merged with Kraft, I took charge of the UK out-of-home business, including the online side of things. Now that we’re part of Kraft it’s about more than confectionery and, because of my contacts with caterers, I’m part of our Olympic Leadership Team, which organises deliveries to the 38 different venues involved.
Q: What does the Olympics mean to you?
A: It is, quite simply, the greatest sporting event in the world. It’s a bit like having the world championships of all sports rolled into one championship event. It’ll be fantastic and I’m really looking forward to it.
Q: What is Cadbury’s involvement with the London 2012 Olympics?
A: Well, formally, we are the designated official treat provider for the Olympic and Paralympic Games. It’s a privilege and we’ve embraced the opportunity with enthusiasm, starting in 2010 with a two-year campaign to promote the notion of play. This is not aimed at the elite end of sport, it is more about the fun and joy of play, which can lead people into sport.
There are five important parts to our campaign:
1. Community – this isn’t just about selling products. We’re working with an environmental regeneration charity called Groundwork to develop a network of 2,000 community volunteers to stimulate games play, grass-roots events and Spots v Stripes activities. These might be fundraising events, for example, and anyone aged between five and 90 can take part. We simply want to remind people of the fun of play and inspire them to get involved.
2. New product development
3. Above-line advertising
4. Marketing
5. A national programme of events – this includes things like the badminton and skittles we had at a recent event in Hackney. Once they pass the age of 14, many girls have given up on sport, so we used the occasion to reintroduce them to the element of play.
Q: How does Cadbury’s involvement provide opportunities for caterers?
A: Foodservice has a fantastic opportunity to take part because there are some great initiatives around. Remember, it’s not just about London: there are 38 different Olympic venues around the country; there are athletes staying outside the main village; there are training centres and each country’s Olympic delegation to look after… As the official treat provider, we not only have involvement in all these areas, but our promotional work and the strength of the Cadbury’s brand also give caterers a head start.
Q: Can you describe some of the opportunities on offer?
A: We’re talking about themes and theatre that they can deliver, backed
by product-related promotional activity. We’ve got chocolate mascots Jelly Mascots and Wispa Gold, and by creating a display and in-store theatre, caterers can capitalise on the huge sales opportunity that these limited-edition products offer.
Q: How can caterers take advantage of them?
A: Apart from the licensed products, Cadbury’s is inviting the public to send a postcard to the athletes of Great Britain when they buy special edition Union Jack flag packs of Dairy Milk. Each pack comes complete with a pre-paid postcard so sports fans can write to their favourite Team GB members. We’ve also got lots of hard-hitting point-of-sale material that catering operators can use to create that sense of theatre in their outlets.
Q: When should they start?
A: If you haven’t already started then the answer is now. Olympic trials have already begun and test events for the various arenas are underway. And the news, publicity and promotional events between now and the start of the Games are only going to turn into an avalanche.
Q: Which areas of catering most lend themselves to using Cadbury’s Olympic Games offer?
A: The best opportunities are in workplace catering, universities and colleges, bars and restaurants. People snack throughout the day and a third of all hot beverages are consumed with confectionery, so the opportunities are clear.
The Olympic Torch Relay route has just been announced, for example, and no outlet will be more than 90 minutes away from it. When it passes near you, or if there is a big screen, then that is a golden chance.
Q: What other support can Cadbury’s offer to consumers?
A: As a sponsor, we still have hundreds of tickets for Olympic events that we’ll be giving away in the Unwrap Gold ticket-based prize promotions we’re launching. This on-pack giveaway offers consumers the chance to win one of hundreds of London 2012 ticket packages if they find a golden voucher inside specially marked packs. There are also a thousand prizes a day available by entering each wrapper code online. This promotion will run from April 14th to July 7th. We’ve also got lots of advice that can help operators get involved with their local community. The Spots v Stripes idea, for instance, really does work.
Q: Do you believe the London Olympics will be a success?
A: Having had the chance to get involved in the arrangements and from the incredible enthusiasm I’ve seen, I’m convinced that it will be absolutely fantastic. It is going to be the biggest event on our shores in our lifetime and, as I keep saying, it’s not just a London event, it’s a Great British one. Nielsen data showed that even 18 months ago, the London Olympics was more on the public’s radar than last year’s Royal Wedding or this year’s Diamond Jubilee celebrations.
Q: Is the current economic situation in the UK affecting consumer spending on things like snacks and confectionery?
A: The snacking market is holding up well because confectionery is still an affordable treat. Our research shows that people are looking for value and quality, which is where we believe Cadbury’s hits the spot. I think we’ll see people continuing to graze and opt for grab and go, and in such an environment, snack-based products can play a part at different times of day – breakfast, lunch and mid-afternoon.
Q: What are the trends you see happening in the out-of-home market?
A: Workplace restaurants and cafés will continue to grow their share of the foodservice market, which is looking very positive with no sign of slowing. Our role in this is talking to caterers about how to maximise snacking occasions.
Q: How do Cadbury’s products fit into a 21st-century lifestyle where there is increasing focus on health and nutrition?
A: They are a treat. Lifestyle is not just about what you eat, it’s about achieving a balance – there’s nothing wrong with having a bar of chocolate. We have worked closely with the Food and Drink Federation (FDF) to include detailed labelling on packs and remove artificial colours. We have also stopped advertising directly to children on TV and eliminated hydrogenated fats from our products.
Q: Do you believe the catering industry should play a role in improving the nation’s diet?
A: It’s great to see everybody playing their part – we all have to do that. We’re very aware of our responsibilities and ensure we liaise closely with the FDF.
Q: What is the future of snacks and confectionery likely to look like?
A: It’ll be about lifestyle, snacking on the go and dealing with the fact people will have less time.
Cafés, sandwich bars and workplace caterers will be well placed to create solutions that meet these needs, but only if they can understand the component parts of the day and successfully target their offering to each different time.
That involves operators re-examining their breakfast offering, seeing the lunchtime café as a meeting place and possibly becoming more like a wine bar in the evening.
The question they must keep asking is: how do I evolve?
Q: Are you optimistic about the future? If so, why?
A: I work in a great industry for a great company with great brands and great people, so I’d be a pretty sad person if I wasn’t optimistic!
Q: On a personal level, what’s your dream three-course meal?
A: I’d go for a table at The Ivy and choose something fishy, such as sea bass, followed by sticky toffee pudding.
Q: Anything to wash it down with?
A: A bottle of Pinot Grigio.
Q: Got any tickets for the Olympics?
A: I had to apply like anyone else, but I’ve got four tickets for the women’s beach volleyball at Horse Guards Parade. My wife’s not sure about it, but I’m suddenly very popular with my two boys.