Head of Sales


Through the successful completion of previous projects with Eden and Agrial Group, Primeale United (an independent division of Agrial) were recommended to partner with Eden on their search for a Head of Sales – UK & Scandics.

Primeale United, the seed to plate company, is one of the leading vertically integrated vegetables companies in Europe with over 3,800ha in production across three continents and sales in 30 countries.

After careful refining of the brief, it was agreed the business required a senior commercial professional with the ability to review, design and implement an independent growth strategy in each of the markets, driving business development and
effective profitable relationships across the regions whilst leading a team of five in Holland.

Eden then completed an extensive talent identification and engagement process focusing on candidates able to demonstrate a successful track record in delivering profitable sales growth with retailers and service providers in the UK fresh produce sector.

We really enjoyed working with Eden Search. They understand their profession and ensure a thorough process. In addition, they have also unburdened us in the practical supervision of candidates who needed to fly to the Netherlands for their second interview. Working with Eden was a great pleasure.

Tijs Breedveld

Manager HRBP

Our approach

Given the geographical remit of the role, Eden worked closely with the Sales Director and HR Business Partner to share insights on market dynamics and build an understanding of the senior talent profiles in the sector that might be suitable for this role.

The Research Partner and Managing Director worked closely together to deliver the key stages of candidate selection:

• identification
• screening
• assessment
• validation

This approach delivered a shortlist of five candidates which Primeale considered highly credible and interviewed; with three candidates being brought back for half day 2nd stage interviews in Holland with further meetings with the Group HR Director and Chief Executive Officer.

The results

After an extensive search and interview process Primeale United appointed a very experienced Head of Sales from one of the UK’s leading fresh food manufacturers.

The successful candidate had intimate knowledge of the category, UK retailers and the potential of the Primeale offer
given they had worked with the business in the past and understood their potential for future growth