Meet Simon

Simon Lacey

Simon has spent 17 successful years building a wealth of knowledge and experience across a succession of successful Sales and Marketing roles in the food and drink industry in the UK. Having started as a Graduate with Carlsberg, Simon went onto develop his career at FMCG blue-chips such as United Biscuits and Colgate Palmolive before spending three years each at two premium, smaller and entrepreneurial businesses, which developed his thirst for small business and bringing innovation to market.

At Kettle Foods whilst working as Business Unit Controller, Simon led a key project which resulted in the launch of Kettle Chips’ first ever Premium Chip Multipack as well as managing several initiatives to reduce packaging waste.

As Sales Director of Plum Baby, Simon more than tripled revenue inside three years by building and implementing a customer trading strategy tailored to a premium business. Simon also led the dairy and snacks launch and was highly influential in the sale to a venture capitalist in Summer 2010.

Since August 2011, Simon has been working 3 days a week with fast growing premium organic retailer Lily’s Kitchen as Commercial Director and had an immediate impact. Within twelve months, Lily’s Kitchen launched in the multiple channel exclusively with Waitrose as the biggest Branded Petfood launch in their trading history.  This has resulted in step change for the brand. This year Simon is leading the team to more success through Vets Channel & Export.

Simon is a Member of the Institute of Directors, holds a Certificate in Company Execution (Cert IOD – March 2013) and is studying to achieve Chartered Director status.

Idea To Shelf was born to help fast-track small business growth

Idea to Shelf was set up to directly help small branded businesses realize their potential and retain their unique advantage in a market dominated by huge and powerful FMCG giants. Through experience of working with challenger and larger household brands, he has built a working knowledge of knowing exactly what it takes to bring a project to market.

Simon has extensive experience in building commercial strategy, leading business change, successfully negotiating with retailers and project management skills. Always solutions focused, Simon has a real ability to turn an idea into reality and make sales happen!

Outside of work, Simon has taken part in many notable extreme challenges over the last 20 years, which have been highly influential in his career success and discovering hidden strength. In addition to several Ironman triathlons and scaling several of the world’s highest peaks, he also completed the Polar Challenge – a non-stop 500 mile race on skies to the North Pole. In 2014 he will compete in the Marathon des Sables in the Sahara.

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