Fieldfare’s Susie Stewart on Vietnam, branding and 90s hip-hop

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Susie Stewart

Name: Susie Stewart

Job title: Marketing manager

Company: Fieldfare

What was your first job? Straight out of university, I landed an assistant job at Legal & General supporting the independent financial advisor division, mainly putting together presentations and managing customer complaints. After a few months, I realised marketing was definitely more my thing, so when a role came up in the central team, I moved into supporting them with communications.

What’s been your worst job interview? Luckily, I’ve never had a truly bad interview, but my first remote one was challenging. Having never done a virtual interview before, it felt strange not being there in person and harder to get a sense of the team or the environment. It made me realise how much easier it is to get a feel for a role when you’re actually in the room.

What was the first music single you bought? The first single I ever bought was The Show by Doug E Fresh and the Get Fresh Crew. I must have been about 10 or 11, so probably a bit young for the lyrics! I was probably more into the sampling, there’s even a bit from the Inspector Gadget theme song in there. I still love the era of hip hop from the 80s and 90s.

“As we don’t use packaging, brand recognition means a lot, so when people call out Fieldfare, it feels like a big win”

How do you describe your job to your friends? I usually say I work in marketing for Fieldfare, a company that makes loose, frozen food, which is sold in speciality retail such as farm shops, garden centres and premium convenience stores – we are also in Booths. Fieldfare has a pick-and-mix concept, where customers can choose exactly what they want and how much they need, whether it’s one of our fruit mixes, pastries, or meal makers.

My role focuses on things like branding, photography, and point-of-sale material, making sure the products look great and clearly show what we do. More often now, people know who we are which always pleases me!

What is the most rewarding part of your job? The most rewarding part of my job is seeing Fieldfare out in the world. Spotting our freezers in new stores or hearing people talk about us on social media is a real reminder that what we’re doing is landing. As we don’t use packaging, brand recognition means a lot, so when people call out Fieldfare, it feels like a big win.

What is the least rewarding part? Sometimes the least rewarding moments are simply when the concept of loose frozen doesn’t click straight away. Fieldfare is a little different to the norm, so it can sometimes take a bit more explaining for people to fully understand how it works – and the benefits to retailers and consumers. But I tend to see those moments as useful – they push us to refine how we tell our story and keep improving how we communicate the brand.

What is your motto in life? I’m not really a motto person, but the closest thing I have is simply to be kind. It’s important to treat everyone with the same respect and thoughtfulness, and it’s something that’s stayed with me throughout my career and life.

Fieldfare brand panel image

If you were allowed one dream perk, what would it be? An annual foodie holiday would be my dream perk. I’d love the chance to travel somewhere new each year, explore different cultures, and eat my way through all the local specialities. Absolute heaven.

Do you have any phobias? I don’t really have any phobias, but I think I’d have to say I don’t like snakes. I was watching a challenge on I’m A Celebrity where contestants had to put their heads in a box with snakes slithering around, and it made me realise they freak me out a bit – I would’ve definitely failed the challenge!

If you could change one thing in grocery, what would it be? One thing that really strikes me is how often consumers don’t appreciate the value of brands. Often the ingredients, quality, provenance and marketing set them aside from their own-label counterparts.

For example, our recently launched pies and parcels are handmade in smaller batches using regional ingredients, which really set them apart, but they do command a higher price, as a result – arguably a truer price for quality food.

What luxury would you have on a desert island? I would have to have music. I would want a speaker and a way to play my favourite playlists. I could live without TV or films, but I really couldn’t go without music because it’s too important to me.

What animal most reflects your personality? I’d say an otter because they’re sociable, playful and adaptable, which feels pretty true to my personality.

What’s your favourite film and why? I love Lock, Stock and Two Smoking Barrels. I first saw it at the cinema and have watched it so many times I can quote it! I love the London vibe, the soundtrack, and the cast. I also really like The Fifth Element. I’m not usually into sci-fi, but the story, Bruce Willis, and the incredible Jean Paul Gaultier costumes completely draw me in. Both films have a unique style and creativity that I really enjoy.

What has been the most embarrassing moment in your life? One of my most embarrassing moments was an accidental Michelin experience. I went to Paris for an awards event with a previous employer and last minute had to book dinner for 10, including some suppliers. Feeling smug that I’d found a nearby spot, we arrived only to realise it was a Michelin-starred restaurant. My director was fine with splashing out, but I felt so silly I couldn’t fully enjoy the amazing food and wine.

Which celebrity would you most like to work with and why? I’d love to work with Big Zuu. I’m a big fan of his show Big Eats and his passion for cooking. He explores lots of different cuisines, and his journey to culinary celebrity has been fascinating. I think working with him would be really fun, especially if the dynamic is anything like it is with Tubsey and Hyder.

What would your death row meal be? Bún chả, a traditional dish from Hanoi, Vietnam. My husband and I first tried it from a street food vendor on our honeymoon, and it was incredible. We even discovered different regional variations as we travelled around the country, which made it even more memorable.