The team at Coregeo® are experts in their fields, bringing together years of diverse experience to give you and your brand the best opportunity to succeed.
What’s more, Coregeo® boasts a network of trusted experts offering cost-effective access to other specialist services as required.
Peter brings a wealth of fresh produce, retail and business management experience to his new role as Managing Director at Coregeo®.
The former Tesco director of produce also ran his own highly successful fresh produce supply business – Fresh Approach Produce – before moving into consultancy.
“I’m really excited about building on the amazing legacy that Andy Macdonald has created. Our unique business model has helped to turn Pink Lady® and Tenderstem® into the top two fresh produce brands in the UK which is testament to Andy’s leadership and the high-performing team which exists at Coregeo®. I want to build on this phenomenal platform to find and develop the next new and exciting fresh produce brands.”
Peter has a proven track record of increasing profit growth, brand value and global presence for fast-moving high street retail operations. He combines marketing, commercial and business management skills gained in fast-moving fresh produce and retail environments with an impressive network of industry contacts right across the produce supply chain and customer base. Peter believes that “the key to success is to put the customer at the heart of everything we do.”
The lifelong Manchester City fan enjoys playing golf off a handicap of 12 and also coaches an under 11s rugby team back at his East Midlands base.
Michelle joined Coregeo® in 2011 and is now Head of Group Marketing and Regional Manager for UK, Europe and Africa by Pink Lady® brand owners Apple and Pear Australia Limited (APAL)
Michelle joined Coregeo® in 2011 as Marketing Manager from Horticulture Australia to strategically develop and manage the marketing of fresh produce brands including Pink Lady® and Tenderstem® in the UK. In 2015 Michelle was promoted to Chief Marketing Officer before being appointed Group Head of Marketing and Regional Manager for UK, Europe and Africa by Pink Lady® brand owners Apple and Pear Australia Limited (APAL) in June 2018.
Michelle continues in her UK marketing role for all our fresh produce brands, including Pink Lady®, Tenderstem®, Bimi® and Metis®, while also taking the global marketing lead for APAL.
“I have loved developing the brands in the UK further using real consumer insight to drive sales and increase brand awareness, bringing brands alive with fun and ground-breaking campaigns. The marketing developed by the group around the globe is fantastic, and I am really excited about using my experience and expertise to develop our brands even further.”
“Taking a product and turning it into a real brand that consumers recognise and choose to buy gives me an enormous sense of pride and satisfaction. Everything we do has to fit together perfectly to have maximum impact. Our research drives our strategic planning and our planning dictates the messages we want to convey and the most effective tactics to achieve our targets. We are constantly evaluating what we do and looking for the next big opportunity to raise the profile of a brand in order to drive sales.”
Michelle’s track record of delivering success for fresh produce brands within the Coregeo® stable, together with her passion and energy, have earned her a coveted business accolade in 2017. Michelle was crowned the Winner in the PR and Marketing category at the annual Kent Women in Business Awards.
Kyla Flynn is our PR and Social Media Manager with responsibility for the communications across those channels for all the brands within the Coregeo® stable. She works closely with all our agencies on all planned activity.
Kyla, who worked at a PR and social media agency for ten years before moving to Coregeo®, will focus on building the digital presence of our well-established fresh produce brands, helping the team to raise the profile and engagement levels for newer brands across all platforms. Kyla will also ensure our overall communications strategy aligns closely with our brands’ wider marketing activities.
“I’m excited to take on this new role at Coregeo®, enabling me to use my experience and specific expertise in digital communications to continue to develop new and exciting ways to keep our top fresh produce brands front of mind, through stand-out campaigns that resonate with consumers and drive sales.”
Before joining Coregeo®, Kyla was account director at social media agency MCG where she focussed on developing the social media element of the Coregeo® account. Kyla’s skillset and experience in the fast-moving and constantly shifting social media and digital environment, as well as her specific experience working on our account at MCG, make her a perfect fit for our business.
When she’s not working, Kyla rides horses, enjoys travelling and running half marathons. She once turned her hand to fencing in the hope of becoming a swashbuckling pirate. For now, she’s hooked on working with the rest of our crew to keep our Coregeo® brands shipshape.
Email Kyla: firstname.lastname@example.org
David joined Coregeo® at the same time as Michelle in 2011 when the company’s growth demanded a full-time compliance role. He spends most of his working week out on the road, visiting licensees, fruit stores and retail stores, inspecting produce and advising on compliance issues.
“My aim is to add value to the licensees, technical teams and produce managers by working with them and educating them about how to keep our premium brands in the best condition all the way to the supermarket shelves. This means happy customers and more sales.”
In his daily role visiting licensees or stores, David rigorously inspects and tests produce to ensure it meets specific quality levels. In relation to Pink Lady® apples, he checks their appearance, signs of physical defect, maturity levels, firmness of the fruit, sugar content and whether the apples bear the famous Pink Lady® flowing heart logo. Detailed reports are produced after all inspections.
“I’m checking to make sure the fruit meets the spirit of the brand specification and is not being misrepresented at any stage of its journey to the supermarket shelves. In a nutshell ‘Would I Buy IT?’ (WIBIT). Is it what I would expect from a premium product?”
“I also look for infringements of the brand, where someone is trying to pass a fruit off as being Pink Lady® when it’s not. The same goes for Tenderstem® broccoli. They both need to be clearly identified as Registered Trademark products. It’s our job to protect the brand.”
“I want what licensees and retailers want, for the brand to be well represented, and as a consequence for business to expand and for sales to improve. Through awareness-raising and open, honest and collaborative working relationships, we can stop minor issues growing into major commercial setbacks.”
In his spare time David is a qualified pyrotechnician which means he is skilled in the safe handling and use of fireworks. He does several firework displays each year.
Andy has more than 40 years’ experience at a senior level within the fresh produce industry with global industry connections that are second to none.
Andy will take on a part-time, Executive Director role at Coregeo® in August 2019, stepping down as Managing Director after 16 years at the helm.
In that time, he has helped to create the two biggest fresh produce brands in the UK. After a career spanning 59 years, Andy has built up global fresh produce industry connections that are second to none.
“Our reputation has been built on our diverse expertise, unrivalled experience, integrity and strong industry relationships, but it is also our energy and passion to deliver tangible value, through a proven business model, that has made us the preferred choice for taking fresh produce brands to market.”
Andy actually sold the first Pink Lady® apples in the UK and has since driven annual sales from 6.5 tonnes to more than 70,000 tonnes, a business which generates a sales value of £200 million. Pink Lady® apple sales have averaged a 15 per cent year-on-year increase, bucking the apple industry’s downward trend while Tenderstem® broccoli annual volume sales have soared to from 500 tonnes to 13,000 tonnes since Coregeo® took over in 2004.
Andy is a Liveryman in the Worshipful Company of Fruiterers and a Freeman of the City of London.
Claim to fame
Andy once fought Brian Jacks in a national judo competition...but lost! Jacks was a judo bronze medallist in the 1972 Munich Olympics, double European Champion and one of the most successful competitors on the BBC’s popular Superstars programme.
A good sport
After representing his county in judo, Andy went on to play rugby for almost 30 years and then captained a veterans’ side for 10 years. Now he is a vice-president of Tonbridge Juddians Rugby Club and he practises yoga and Pilates and plays tennis and golf.
As Finance & Operations Manager, Honey oversees all aspects of the company’s financial management and licensee reporting as well as the day-to-day management of the office.
Honey has been our full-time Finance & Operations Manager since 2017, having originally joined Coregeo® in 2015 as Office Manager.
In this role Honey oversees all aspects of the company’s financial management and licensee reporting as well as the day-to-day management of the office.
“Coregeo® is a fast-moving and fun place to work. My role provides a great insight into all aspects of our business and enables me to work with and assist colleagues across all our exciting brands whilst strengthening our key relationships with licensees.”
Honey’s previous experience spans the entertainment, media, publishing and recruitment sectors, having worked in administrative roles across London and the South East with Warner Bros, Future Publishing, the BBC, Changeling Theatre and a celebrity management business working with chefs and gardeners.
Honey is responsible for the finance administration and operational management of the business. This involves working across all the company’s brands, managing the purchase and sales ledgers, completing monthly returns and overseeing licensee reporting.
“Coregeo® does business in a different way which explains its ongoing success. As well as always pushing the boundaries in terms of innovative and stand-out campaigns for its brands, it also has a strong ethical agenda. Coregeo® takes its corporate and social responsibilities seriously and continues to align itself to many wide-ranging collaborations and charitable ventures which share the same core values. Involvement in the Virgin Money London Marathon and the Write It competition for aspiring young writers through Pink Lady® sponsorship are just two high profile examples of the company putting this policy into practice.
In her spare time Honey also likes to combine two other interests – festivals and camping. “As a family we love the outdoors and enjoy lots of camping holidays. The camaraderie of festivals like Glastonbury is what makes them so special.”
She’s also started a new chapter in her life by becoming the Steward of a Little Free Library - https://littlefreelibrary.org/ - in her front garden in Kent.
Theresa Richards is the Marketing Manager for Tenderstem®, working with the wider Coregeo® marketing team to support Bimi® activity across Europe.
Theresa Richards joined Coregeo® in January 2018 from TopFruit in South Africa where she was the Marketing Consultant for the TopFruit brands – including Pink Lady® – for almost nine years. Before this Theresa was the Marketing Director for Elizabeth Arden Cosmetics in South Africa.
Now Theresa has brought her brand management and trade marketing experience, which spans more than 20 years, to help Coregeo® with the day-to-day management of the Tenderstem® brand. Working closely with the rest of the team, she is responsible for building and strengthening relationships with retailers and all aspects of brand marketing.
Theresa said: “The team at Coregeo® has an incredibly strong history of helping brands blossom and I am really excited to play a part in their future successes. I will use my experience of working with premium brands like Pink Lady® and Elizabeth Arden® to help grow the Tenderstem® brand within the premium market in the UK. There are lots of exciting developments in digital and social media fields which I am keen to explore and implement as we seek to grow the brand in innovative and creative ways.”
Theresa and her family are enjoying their new family life in Kent, the Garden of England, and are looking forward to exploring the English countryside. As keen campers, her family plan to pitch up and enjoy lots of campfires with friends. “Camping is a great way to explore new places, to experience the great outdoors and spend quality time getting to know new people.” When Theresa’s not at work, she also enjoys running, crafting and birdwatching as well as trying out new recipes in the kitchen.
Email Theresa: email@example.com
Lynn Shaw is the Marketing Manager for Pink Lady® UK, working with the wider Coregeo® marketing team.
Lynn, whose marketing experience spans the home entertainment and travel industry sectors, works closely with our Head of Group Marketing, Michelle Evans. Lynn heads up the marketing activity for both Pink Lady® and Metis®, including above the line and online marketing, plus all trade suppport.
“This role gives me the opportunity to use my wide-ranging marketing experience while learning about a new industry and high profile fresh produce brands from the best in the business.”
Lynn’s main background is in home entertainment marketing. She was the International Product Director at Universal Pictures International Entertainment for seven years and has also spent 16 months working for the UK’s largest cross-Channel operator, P&O Ferries, as its Interim UK Acquisition Controller on a maternity contract. Lynn has strong brand marketing and trade marketing experience, working across international brands to maximise their sales and brand profile.
Lynn, whose claim to fame is teaching a member of Iron Maiden to tap dance in the office bar once upon a time, moved to Kent from London with her husband and son. “We love living in Kent and we are very lucky to have great beaches around us so I love hanging out at the coast, going for long walks and I’m also slightly nutty about a great sunset!”
Email Lynn: firstname.lastname@example.org
“The team has maximised the potential of a unique product. Coregeo® and Pink Lady® have become synonymous in the UK.”
Dick Brighten, Fresh Produce Consortium
“I am continually impressed by Coregeo®. If you are interested in branding your fresh product, they are definitely the ones to call!”
Jon Jones, Richard Hochfeld, Pink Lady® License
“Combining their talents, resources and contacts with our own great variety of Tenderstem® has proved a winning combination.”
Stuart Cox, Managing Director, SAKATA UK Ltd
“Coregeo® has taken Tenderstem® in the UK and developed a brand that delivers greater value, to the consumer, to the retailer and to us, the grower. Coregeo® understands that we are critical to the brand’s future growth, and we work together as a team to deliver on the brand promise and continually drive growth.”
Jon Barfoot, Barfoots of Botley