At the start of the evening, Eden’s dinner guests were treated to a thought-provoking presentation from Tom Pickford, Director of E-Business at Proctor & Gamble. Focusing on digital disruption in consumer goods markets, Tom explained how P&G, which has 65 major brands across ten categories, is evolving its business to keep pace with changing consumer expectations and a shifting retail market place.
Although P&G operates in a different retail sphere to many of the companies represented at the Eden dinner, Tom’s presentation provided attendees with food for thought – touching on patterns and trends in consumer spending and business transformation, which are applicable across the food and farming sector. Tom explained how companies like P&G are starting to rethink traditional business models as industry sales shift from larger to smaller companies and as consumers switch allegiance to lesser-known brands. He also talked about consumer pain points and how brands now need to deliver a more personalised, transparent, authentic customer experience, while still offering convenience and value for money.
Commenting, David Macaulay, Managing Director of Eden Search & Select, said: “Special thanks to everyone that attended our third leadership dinner, and to our guest speaker, Tom Pickford. Tom’s insightful presentation opened our eyes to how the world of consumer goods is changing and what one of the largest FMCG players is doing to ensure it stays connected with consumers. Many of the themes that Tom covered and the lessons P&G has learnt in recent years are relevant to the food and farming sector; whether that’s pivoting brands to address issues such as sustainability; innovating from strategy not technology; or creating pathways for future founders. As in previous years, I came away from our leadership dinner with a head full of new ideas, and I hope our guests had the same experience.”