My career has spanned numberous aspects of FMCG including working at Paxton & Whitfield, Charlie Bigham's, Sainsbury's, Brakes and Waitrose where I now lead the Branded Innovation Team helping find, nurture and grow new brands. A love of retail and a mild obsession for understanding what customers look for when they shop in store and online has helped me translate my position as a food lover in to a career for almost twenty years. The majority of my time has been spent as a buyer working across branded and own label, fresh and ambient as well as Food Service. The common denominator being the importance that products should place on flavour, texture, efficacy, packaging and a compelling and relevant brand story.