Desmond Cracknell brought the American food brokerage system to the UK in 1961 when he founded Food Brokers.
Today, the sales and distribution company is still family-owned, has a yearly turnover of about £500m and his sons, Victor and Toby, are at the helm. Victor is chairman and MD and Toby is deputy MD, but both combine their skills and share a passion for sales that drives them to take the business forward.
“We work very much together,” says Victor Cracknell. “I have the overall role of chairman but it’s a very hands-on business and very entrepreneurial. We both motivate and challenge each other and our different skills complement each other’s. I have good people skills and always try to get the best out of people within the business. Toby is very good at sales and works well with clients.”
The business outsources and provides a range of sales services for manufacturers. The brothers both work on Food Brokers’ entire portfolio, with clients such as Chupa Chups, Campbell, Quaker and Masterfoods. “We are facing new challenges but continue to do what we have always done, which is to be dedicated to selling,” says Victor. “We get very excited about new sales breakthroughs and new distribution deals.
“We both worked with my father and were steeped in the business. We recently sat down and worked out that between us we have more than 50 years at Food Brokers. I believe that because we are family-owned, our team is strengthened. We have a modern way of thinking but have traditional values.”
family values and a passion for selling