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.
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.
He has been instrumental in driving the commercial success of Pink Lady® and Tenderstem® as well as the growth of Coregeo® since becoming Managing Director in 2003.
“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 makes us the preferred choice for taking fresh produce brands to market.”
Andy actually sold the first Pink Lady® apples in the UK in 1992 and has since driven annual sales from 500 boxes to almost 60 million kilos. In 2017 brand awareness of Pink Lady® rose to 83% of the UK population. Meanwhile, a 14% sales rise saw Tenderstem® selling a record 10.7 million kilos in 2017. Andy and his team are planning to replicate this success with newcomers to the Coregeo® stable, Metis® and Bimi®.
Andy is a Liveryman in the Worshipful Company of Fruiterers and a Freeman of the City of London.
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.
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.
“There are always new targets to set, new markets to crack and new customers to influence in our industry. We want to use our unique business model to replicate the sustainable success of Pink Lady® and Tenderstem® for other new and emerging brands. We have a real competitive edge as Coregeo® not only has a winning business formula but also unparalleled experience, expertise, industry connections and passion.”
Michelle joined Coregeo® in 2011 from Horticulture Australia and is now our Chief Marketing Officer, with responsibility for leading our strategic marketing, communications and brand development services. In addition to masterminding ambitious marketing plans for the company’s stable of premium brands, she is also now responsible for exploring and developing wider commercial opportunities for Coregeo®.
“Pink Lady® and Tenderstem®, as well as newcomers Metis® and Bimi®, continue to go from strength to strength but we have to keep raising the bar to continually develop these brands. We’ve expanded our team to ensure we have the resources to build on their success and to explore other product development initiatives for these brands. We also have the capability to enable us to identify other potential brands that we can take to market using our unique business model.”
“A grower with a product that looks or tastes special or that has some other unique factor that can’t easily be copied would come to Coregeo® at an early stage so we can create a brand that will identify and differentiate the product from the outset. We use market intelligence to build a brand that resonates with consumers and then we develop, promote and look after the brand while the grower gets on with his job. We are the ones who have the conversations with retail buyers that open doors for products.”
There’s no such thing as a typical day at Coregeo®. Speaking to food bloggers, liaising with the PR agency about a social media campaign or creative agency about website design, meeting new buyers, hammering out sponsorship deals, authorising media space, pitching for business or advising on new packaging ideas… it’s all in a day’s work for its Chief Marketing Officer.
“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, 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.
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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.
Lynn Shaw has been appointed Assistant Marketing Manager to support the Coregeo® marketing team.
Lynn, whose marketing experience spans the home entertainment and travel industry sectors, will assist our Chief Marketing Officer, Michelle Evans with brand marketing of our fresh produce brands. This will involve above the line, PR and online marketing for both Pink Lady® and Tenderstem® as well as trade marketing responsibilities, looking after several retailer accounts.
“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
Maxime joined Coregeo® in January 2015 from Pink Lady® Europe in Avignon where he was responsible for trade marketing activities in Scandinavia and the UK. Now Maxime will assist the Coregeo® team with ambitious new plans for the future marketing of the Pink Lady® and Tenderstem® brands with a special focus on trade marketing.
“I will be the day-to-day contact for licensees and retailers, answering questions, raising awareness and working with them to maximise the sales potential of our brands. Part of the role is about keeping the trade up to speed on campaigns and brand news, but I’m also here to help them drive sales by producing eye-catching displays, packaging and in-store promotions that reflect the spirit of the brand while engaging the consumers.”
Maxime has a Master’s degree in agronomy and food industry - marketing and retail from Lille University but his interest in the food industry goes back to his family who farm. “As a farmer’s son I’ve always worked closely with crops and I am also fascinated by the challenge to produce more food to feed the world. Unlike FMCG, fresh produce is constantly changing so there are always challenges to face. It’s never going to be a boring job!” Events and charity work Maxime’s role will also extend over time to assisting with the brands’ involvement in some major events such as the London Marathon, Taste of London and the global Pink Lady® Photographer of the Year competition, as well as their participation in charity involvement programmes.
One of Maxime’s real passions is travel. “I love travelling and have been to Asia, China, Vietnam and Indonesia recently and my last job offered me more opportunities to travel to Scandinavia. I think it’s important to experience new cultures and meet new people. Travel helps you to grow as a person so the job at Coregeo® enables me to fulfil another passion of mine.”
Maxime plays golf and is looking forward to playing some of the courses in Kent. “I am really enjoying the English countryside and the ambience of English country pubs too. I love good food and restaurants but my mum’s lemon meringue pie is the best!”
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The office at Coregeo® has been buzzing since Honey was appointed Office Manager in September 2015.
Honey’s diverse 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. She also has professional CV writing expertise which gave her a clear advantage during the recruitment process at Coregeo®!
“This role has the potential to be very wide-ranging and offers so many opportunities to work with great people and exciting brands. Coregeo® is a dynamic place to be and I’m looking forward to playing my part in the future development of the company.”
In her day-to-day role Honey is currently responsible for the finance administration associated with the Tenderstem® account, managing the purchase and sales ledgers, completing monthly returns and liaising with licensees. There is scope for the role to broaden as the company continues to grow.
“Since joining Coregeo® I’ve been impressed with the company’s ethical approach to business. It does so much in terms of its corporate and social responsibility. Involvement in the London Marathon through the Pink Lady® sponsorship is just one high profile example of the company putting this policy into practice. I’ve also been struck by Coregeo®’s innovative approach to marketing campaigns, brand management and consumer engagement. It’s a really exciting and forward-thinking place to work.”
When she’s not working, Honey is on a mission to get fitter to keep up with her boys. Honey regularly takes part in the Parkruns at Maidstone and has completed a 5K. “My ambition is to run 10K. It doesn’t matter how slowly I do it, I just want to be able to complete one without having to stop and catch my breath.”
In her spare time Honey also likes to combine two other interests – live music and camping – by attending festivals including Glastonbury and Camp Bestival. “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.” Honey even recently celebrated a special birthday by organising her very own festival. And her favourite bands? The Bluetones, Blur, The National and most indie rock music.
Email Honey: firstname.lastname@example.org
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 is bringing 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 will be 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.
Coregeo® Managing Director Andy Macdonald said: “We are delighted to welcome Theresa to our team. Her appointment enables us to continue to build on the success we’ve already brought to the premium brands in our stable and to ensure we continue to develop innovative and stand-out marketing campaigns which make other brands green with envy.”
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“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
“Our reputation has been built on our diverse expertise, unrivalled experience, integrity and strong industry relationships.”