12 June 2009
Meat-processing company Bernard Matthews Farms has appointed former First Milk marketer Jeff Halliwell as its new UK managing director (MD). Halliwell has worked in marketing for more than 30 yearsat companies including Colgate Palmolive, Mars and Cow & Gate.
He joins Bernard Matthews Farms following a three year stretch with dairy co-operative First Milk.
Halliwell will be now responsible for the leadership of Bernard Matthews’ UK business. He will report to Noel Bartram, who is group chief executive.
Bartram says that Halliwell’s appointment had much to do with his marketing background in the food industry. “He has a significant understanding of the food industry, with extensive experience with brands and private labels, as well as agricultural business. He is commercially driven, with a clear understanding of marketing and communications.”
Halliwell began his career with Colgate-Palmolive, gaining a grounding on brands including Colgate toothpaste and Ajax cleaning products. From there he moved to Mars, working his way up over 13 years from marketing manager to external relations director.
Halliwell says that he sees the role as a challenge. In 2007, Bernard Matthews recorded a 9.5 per cent drop in sales with operating losses of £9.6m.
The company has also faced harsh criticism from animal rights and health-food campaigners and has since rebranded. The rebrand included changing the packaging across all of Bernard Matthews’ goods to give them a simpler look, and launching a line of free-range turkey products.
“Bernard Matthews has been through some tough times,” says Halliwell. “But the company has taken some major steps to re-establish the brand. I relish a challenge and I look forward to being part of the team that will see the company go from strength to strength.”
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