Contact Chris

Client Testimonials

"Chris helped us enormously with our sell-in into grocery - he worked with us to pull together a commercial proposal that a buyer would go for. His experience on both the retailer and supplier sides gives him a great understanding of how to structure deals."

Charlie Hoare - Co-Founder, TAPPED Birch Water

"Entering the drinks market without previous sector experience, Chris has helped shape our product strategy, pitch and presentations. 

His first-hand experience from the buying side provides a valuable point of view which saves time and costly mistakes. Understanding the real nuts and bolts of the decision-making process and real requirements to deliver a product to market makes him an essential sounding board."

Andrew Walker - Founder, TEA REX

Counsel & Advice

Understanding your Buyer

It's hard to know what buyers are looking for & how to approach building a relationship with them.

Chris can teach you what makes a buyer tick, help you identify your buyers' key result areas, and work with you to build a plan to secure your all-important pitch meeting.


Positioning your Product

You’ve created your product and identified your USP - but that’s just the beginning. Do you know how your buyer views their category and where they consider the opportunities for growth?

Chris will work with you to analyse your potential market, helping you align your product with the gaps you identify; equipping you to write a pitch that incentivises your buyer by demonstrating how you can grow their overall category.

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Preparing your Pitch

Preparing for your all-important first meeting with your buyer is one of the most valuable investments you’ll make. You only get one chance to make a first impression, so you need to be confident that your pitch is perfect.

Chris will roleplay a mock pitch meeting with you; following which, he’ll give you thorough feedback and work with you to optimise your pitch, highlighting your personal strengths and tailored to your brand’s USP.


About Chris

Chris spent almost a decade working for Waitrose, during which time he has been a buyer for categories including Dairy, Milk Alternatives, Chilled Juice, Superfoods and Canned Goods. 

As a buyer, he worked with a number of startup brands to bring them into their first listing in a major supermarket chain, including Plenish, Savse, Naturya, Simplee Aloe, Mello & Sibberi. 

Chris is passionate about helping exciting new brands develop their commercial strategy and prepare their pitches.

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- Understanding your Buyer -
- Positioning your Product -
- Preparing your Pitch -