Case study
Primafruit
Managing Director
Opportunity
As a long-term strategic supplier to Waitrose & Partners, Primafruit has made substantial investments in automation, sustainability, and capacity at its Evesham site. The business required a commercially focused and people-centred leader to build on this momentum – strengthening customer partnerships, driving operational efficiency, and guiding the company through its next phase of strategic growth with Waitrose.
This was a pivotal appointment for one of the UK’s most respected produce businesses, demanding a leader with strategic vision and strong alignment to the culture and values of Primafruit, Fresca and Waitrose.
“I do believe that the work you and the Eden team do is excellent. You also take a personal interest in managing our most senior hires which is noted and greatly appreciated. The Eden selection process is not a copy and paste process, or tick box exercise, but one that is tailor-made for the hiring environment and changing needs of each role to deliver our business goals. First class execution for the right outcomes.” Martyn Fletcher, Group CEO of Fresca Group.
Our approach
Working closely with the Group Chief Executive of Fresca, Eden led a targeted search across the fresh food sectors to identify individuals experienced in managing large-scale operations, nurturing customer relationships, and supply chain excellence.
The assessment process prioritised both commercial impact and leadership style, ensuring cultural alignment and the ability to inspire performance not only as a supplier, but as a strategic retail partner to Waitrose. Eden produced a diverse shortlist of five exceptional candidates, each bringing a blend of experience, capability and cultural alignment.
The results
Following a rigorous interview process, the Fresca Board appointed an accomplished Managing Director from the bakery and dairy industry – a leader recognised for driving transformation, commercial excellence, and customer engagement. With the support of the Fresca Group, the new Manging Director is well positioned to lead Primafruit through its next chapter and strengthen its long-standing partnership with Waitrose & Partners.