Consumer Behaviours and the Economic Crisis

The current economic crisis is impacting every business in the food and drink industry. Joanna Walker and Hazel Appleyard from Purple Basil will be discussing the impact this is having on the consumer and retailers and sharing considerations on what you can do to help navigate your businesses through these challenging times, through the management of the cost base, retail buyer interactions and your selling tactics.

You will learn about:

• Consumer behaviours

• Retail response to the economic crisis

• Managing loss base

• Selling considerations

Purple Basil Ltd

Purple Basil Ltd is a sales and marketing consultancy that supports food & drink manufacturers to win and grow their business with retailers, enabling them to scale at pace. We have many years’ experience working for major retailers including Marks and Spencer, Sainsbury’s and Coop in national buying, category management, product development and marketing positions and so we know what it takes to succeed in the retail channel. We have an excellent track record of delivering results for our clients in the form of brand and commercial strategy, securing listings, delivering sales growth and strong retail relationships. We also work as mentors and business advisors to little brands who have big ideas and who are trying to change the world for the better!

Meet the speakers

Joanna Walker, Founder & Consultant

With over 25 years’ experience in the retail channel, Jo has worked for both M&S and Sainsbury’s in product development, buying and marketing roles, developing great expertise in bringing product concepts to shelf and the recipe for long term success. Since setting up her consultancy in 2017, Jo has mentored over 150 SME’s, many in the start-up and growth phase. She understands the challenges faced by entrepreneurs and small businesses and has delivered success for her clients in the form of investor ready business plans, strategic commercial plans, securing and protecting retail listings and delivering sales growth. Jo is also a business advisor for accelerator programmes and works as a consultant for several Government business development programmes.

Hazel Appleyard, Consultant

Hazel has 18 years’ experience working for Sainsbury’s and convenience retailer, the Coop. Hazel has spent time buying across multiple categories, developing category strategies as well as leading the direct marketing team and as brand manager for Sainsbury’s own label brands. Hazel has spent the last 3 years as Category Director, leading a large buying team in key strategic categories for Coop, helping them trade through Covid and its aftermath. Throughout her career Hazel has worked closely with brands, partnering with many to build mutual growth. Passionate about small brands, she has worked closely with the Sainsbury’s future brands team mentoring brands such as Tony’s Chocoloney. Hazel is a foodie at heart, curious and passionate about health and quality and wants to make the UK marketplace a more interesting and dynamic place to shop.