Who are we?
Simon has more than 25 years experience in FMCG, working in various senior sales, marketing and management positions from large FMCG Blue Chips (such as United Biscuits, Colgate and Carlsberg) to fast-growing premium businesses such as Kettle Chips. Simon’s first sales director role was at Plum Baby where he turbocharged the business and drove growth from £1.6m to £10m in three years, as well as helping to manage a £10m exit. From 2011 to 2015 Simon worked as commercial director for Lily’s Kitchen – a step-change brand in the pet food category where he drove revenue from £0.7m to £15m in 3.5 years.
Simon went on to co-found Grocery Accelerator in 2015– the first ever dedicated Accelerator for food & drink brands in the UK, where he worked as a mentor and business coach, plus helped raise over £4m for start-up brands within 3 years.
Simon now works full time as a specialist independent coach & consultant for Idea To Shelf, along with a team of experts who can join him when needed to help guide the next generation of start-ups.
Outside of work, Simon has taken part in many extreme challenges, which have been highly influential in his career success and discovering hidden strength – particularly mentoring. Sporting career highlights include scaling Mt Denali and Aconcagua, completing the Marathon des Sables and a life-changing non-stop self-supported 500km race on skis to the North Pole in 2006. In November 2021, he’s planning to head to Antarctica…
Idea To Shelf was born to help fast-track small business growth
Idea To Shelf was established to help small branded businesses realise their potential and retain their unique advantage in a market dominated by powerful FMCG giants. Through experience of working with challenger and larger household brands, Simon and his team know 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 skilfully managing projects. Always solutions-focused, Simon is adept at turning an idea into reality and achieving sales.