Sauces and seasonings manufacturer The Flava People has hired Rachel Wells as commercial director.
Wells joins The Flava People from her role as global commercial director for St Pierre Groupe, bringing more than 16 years of fmcg experience and a track record of scaling challenger food and drink brands.
She spent more than six years at St Pierre Groupe, helping grow the French bakery business fivefold to almost £100m in retail sales value, while increasing household penetration to 20%.
Wells began her career at Britvic and has since built a reputation for “taking on established grocery categories through distinctive brand positioning, innovation and customer-focused commercial strategy”.
At The Flava People, Wells will lead the commercial team across retail, B2B and licensing, reporting into managing director Scott Dixon.
“What really attracted me to The Flava People was the entrepreneurial spirit, ambition and genuine passion for bringing excitement to everyday food, blended with the know-how and expertise of a business with heritage,” said Wells.
“I’ve always loved working with businesses and brands that challenge the status quo and bring something different to established grocery categories, so there’s a real synergy with what The Flava People is all about.
Dixon added: “We want to be a much bigger player in retail, and we want to get there fast. Rachel has been there and done it, and she knows what retailers need from a partner. I’m genuinely buzzing she’s joined us.”
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