With over 30 years FMCG Foods experience, Michael is an FMCG leader in international and Domestic brand development and strategic planning, and is recognised for building successful sales and distribution networks in international markets across multiple channels including major retailers.
Michael currently runs his own FMCG consultancy, First Brands International Limited, delivering export and brand advice to food and drink business. As Senior Associate for BIC Innovation (P/T), Michael manages Welsh Govt sponsored international trade development visits and offers support to Welsh food and drink businesses looking to develop their export plans. Michael has also worked as a Food and Drink Trade Specialist for the Department of International Trade – Food and Drink Unit, and is currently providing Export & UK consultancy for a number of UK brands in the Gluten Free and natural food space.
The companies on his CV include Kallo Foods, Whole Earth, Clipper Teas, Del Monte, Just Juice and Duni AB.
During Michael’s time at Del Monte he managed many of the UK Multiple retailers including Tesco (across ambient, chilled and frozen categories) Has extensive experience in developing and implementing Joint business plans, category reviews and analysing RAL and Nielsen data to strengthen brand propositions with retailers negotiation. In addition Michael has extensive experience in managing Buyer relationships in other channels including Cash and Carry – Bookers, Bestway, Landmark group. Foodservice – including Brakes, Bunzl Catering and Compass group. Impulse and forecourt retailers – WHSmith – Retail and Travel, One Stop, Londis, Spar, Superdrug, BP express and Shell.