Florette has appointed three new senior managers to its UK commercial team.
Freddy Valenti has joined the company as supply chain manager, and Nick Hirst has been appointed as business controller. Verity Venables has taken on the role of category manager to support the brand’s sales drive for the salad category.
With around 40 years of combined experience in the food manufacturing sectors, the new team brings experience gained at businesses including Baxters Food Group, Nestlé, Greencore and Marks and Spencer.
As supply chain manager for both Florette’s Lichfield site and the company’s Salad to Go site in Skelmersdale, Valenti's remit is to develop integrated supply chain solutions to meet the needs of all customers, current and future.
Hirst’s role as business controller is aimed at having him working closely with major retailers to implement the brand’s plans and drive category sales.
And Venables will work with retail category teams and use Florette’s consumer insight built around project Clear, which defines salad shoppers by six segmentations - Addicts, Adorers, Selectors, Acceptors, Avoiders and Rejecters - to maximise sales opportunities for the category.
Managing director Neil Sanderson said this summer the company’s growth was more than double that of the whole category: “Our new managers bring a wealth of knowledge and experience to support our plans to further unlock the full potential in prepared salads.”
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