How to build a brand

Date: Tuesday 22 October 2013
Venue: The Hallam Conference Centre, London

How to Build a Brand is this year’s not-to-be-missed conference from The Grocer. Primarily aimed at smaller suppliers looking to understand the mechanics of the FMCG supply chain, it will discuss and address how to establish, develop and maintain a brand in today’s FMCG market.

At this one-day conference you will hear from successful entrepreneurs, branding experts, the supermarkets and, of course, supply chain powerhouses how to:

  • Secure buy-in from the supermarkets for your  products and concepts
  • Define your target customer
  • Pick the right channels for your product
  • Work with supermarkets, discounters, the on-trade and foodservice customers to unlock sales opportunities
  • Make the most of small/non-existent marketing budgets via PR and social media
  • Raise capital and funding

We have also created an ‘Interactive Innovation and Brand-Building Workshop’ in which hand-selected suppliers from fast-growth markets outline their progress to date to a panel comprising a buyer, VC, branding consultant and a leading entrepreneur.

Adam Leyland, editor of The Grocer, said: “This event features surely the most impressive gathering of successful FMCG entrepreneurs ever. With their input, as well as that of several new and exciting suppliers, as well as senior supermarket buyers, and leading experts in the art and science of brand marketing and design, The Grocer’s How to Build a Brand conference promises to be hugely valuable to smaller suppliers.

“There is also a great deal that leading brand owners could also take away from this conference, since entrepreneurship and growth are elusive for so many large corporations.”

Booking forms available by emailing or calling +44 (0)1892 596945

For more information please go to

Conference speakers include:

  • Adam Balon, co-founder, Innocent Drinks
  • Ade McKeon, Grocery Commercial Director, Asda
  • Simon Day, founder of Unearthed
  • Steven Esom, former MD, Waitrose and Marks & Spencer; partner Langholm Capital (owners of Tyrrells); partner, Product Chain
  • Tessa Stuart of Asset Research
  • Will Chase, the founder of Tyrrell’s Crisps and Chase Distillers
  • Ailana Kamelmacher, founder Story PR
  • Paul Turner, butcher, A Turner & Sons
  • Claire Nuttall, founder, Thrive Unlimited
  • Amelia Harvey and Mike Hodgson earned their spurs at Gu before starting up The Collective, the fast-growth premium yoghurts business
  • Paul Lindley, founder, Ella’s Kitchen, who now heads up Hain Celestial’s global baby food division
  • Simon Peacock, Partner, Catalyst
  • Sarah Mackie, Head of Local Sourcing, Tesco
  • Charles Rolls, founder of Fever Tree
  • Peter Butler, Divisional MD of the SHS Group
  • Elliot Wilson, strategy director at The Cabinet Agency

For more information please go to