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Alastair Johns, Head of Brand & Category, Fresh Food for Now Company (Samworth Brothers)

Alastair is currently Brand & Business Development Manager for Samworth Brothers. Previous to this he was with Ginsters working on brand creation and new revenue streams. Prior to Ginsters Alastair was the Brand Manager for Fox’s Biscuits which is owned by 2Sisters Food Group. He joined Fox’s as Brand Manager on the Kids portfolio which includes Party Rings. Previously Alastair worked for Tesco as a Customer Manager for Meat, Fish, Poultry & Eggs, joining in 2011.

In 2008 Alastair started his career in the FMCG hot-bed of Lincolnshire as Marketing Assistant with Noble Foods, the UK’s biggest egg packer. He spent the next 3 years developing, launching and growing the happy egg company brand. The first real brand ever launched in what was an increasingly commoditised, own-label category. The brand rocketed to £50m RSV in just 2 years and won numerous industry awards including The Grocer Gold, Food Brand of The Year in 2011. He was promoted to Assistant Brand Manager within 9 months.

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