Paddy Willis

Founder – Plum Baby

Simon has a deep understanding of the FMCG trade and is adept at building trusted relationships with buyers. He is commercially savvy and brings great enthusiasm and creativity to the team. He is rigorous in his pursuit of sales opportunities and is a great person to represent your brand. He is an expert in his field, personable and has high integrity.

Henrietta Morrison

Founder – Lily’s Kitchen

We very much enjoy working with Simon – he is dedicated, hardworking and innovative. He comes up with excellent ideas and executes them skillfully – keeping all sides happy and productive. He works closely with the team here to make things happen and help lead the company into new areas.

Charlotte Knight


Simon displays immense enthusiasm, passion and care for his work, going the extra mile in his efforts. He is a top performer, delivers and communicates throughout his process, is very adaptable, develops excellent interlock with the broader team, is confident, understands complexities, is solutions focused, engenders initiative and always aligned to the vision of the business.

Lisa Balliache

Freelance PR Consultant

Simon and I work together on Nosh Raw Smoothies and I cannot recommend him highly enough. He is well regarded by clients and colleagues, provides great counsel and is a true professional.

Michelle Daniells

Young Snack Brand

Simon made a huge difference to our business. His market knowledge and contacts were very useful and he managed trade relationships well. His expertise in building a highly persuasive and powerful business case was outstanding. He was also a pleasure to work with and I would have no hesitation in recommending Ideatoshelf.

Derek Potts

Creative Director – Upstairs Creative Company

I’ve seen Simon in action at Plum Baby and more recently with a ‘young snack brand’ and I’ve been consistently impressed with his performance and his seemingly limitless positive energy. I’ve seen him open new doors, develop significant sales and gain impressive listings. If you’re looking to get into the major retailers you’ll know that getting through to buyers can be very hard work and getting the best deal is harder still. Simon seems to have a particular knack for making the right contacts, building relationships and persuading them to run with deals that are balanced rather than weighted in their favour.

Geeta Sidhu Robb

Founder Nosh Detox

Simon was hired by us to develop and launch our new product range from scratch. He is really really good at his job. He helped us to create our USP and is highly knowledgeable in all areas of retail sales. He is also invariably cheerful and works well with all members of the Nosh Team and 3rd Parties. I highly recommend him.