KEY INTERVIEW: Export Expert Sandra Sullivan MBE Advises on Future Challenges for Food & Drink Companies
20 Jun 2016 --- NutritionInsight caught up with Sandra Sullivan ‘the face of the UK Food Industry,’ who was appointed a MBE in the Queen’s Birthday Honors list this month to find out about developments and challenges in the food & drink export industry. “I have always been part of the food and drink industry,” Sandra Sullivan says. “It’s satisfying because I can relate to it.”
Ms. Sullivan now runs the not-for-profit Food & Drink Exporters Association – the membership based trade association for the UK food & drink sector. She is also a director and food and drink specialist at Surrey-based exhibition company PS-8. For over twenty years she worked on 15 international food & drink trade exhibitions in Europe, North America, Middle East, Far East and Australia.
Ms. Sullivan’s honor, which she described as “quite something!” came as she prepared for the International Festival for Business 2016 in Liverpool – the UK’s biggest ever business festival. She was awarded for her work in the export field for the past three decades, and has noted a number of changes during this time:
“I have been involved in the export sector within the UK food and drink industry for some 30 years. Casting my mind that far back, I do recall that the role of an Export Manager at that time was predominantly a role that was tagged on to someone's existing job and not really given the resource and support it needed.”
“Exports are now so key to a company's growth strategy that the export role is now a key part of a company's structure. It is great today to see so many young companies that recognise this and now set up a business with an export on their agenda from day one, which is so important if the product is to do well in both the UK and international markets.”
Ms. Sullivan is well known for running the UK pavilions at international food and drink trade shows. So how does she feel about being 'the face of the UK food industry'? “Business is all about contacts and it is true that I am known to a lot of representatives of this sector from the UK exporters, to international buyers and our international partners,” she says.
“However, it's not all about me.”
“I am part of a team that deliver services to UK food and drink exporters. Through our work organising the UK pavilions at international trade shows I am a face that is recognised by many. It is important to me that our team spend time networking with companies and that we build an understanding of a company's business to that we can add value wherever possible.”
There have been several changes in the word of the food and drink trade shows and festivals, she explained: “It used to consist of just one show per market with a focus on all food and drink. Now there are hundreds!”
“We spend time researching how we can enter new markets through trade shows in areas where we have not traditionally had a program.”
Are there many differences in these national and international shows? “Whilst it is vital that we continue to support the major truly international trade shows that offer great opportunities to all exporters, a key driver in recent years has been towards smaller, niche shows that offer a focussed event for specific companies.”
There have been many changes in the export of foods and beverages over the years. But what does Ms. Sullivan expect to occur for this service area in the future? “The EU referendum result not withstanding, the biggest challenge for exporters is knowing which market to focus on and how to identify the route to supplying that market.”
“That's where our expertise at the Food & Drink Exporter Association really can help companies.”
“We work with companies to identify and exploit the markets where demand exists and where the product will appeal to the local consumer. Access to data, visiting markets, and a good source of quality information are vital to making this an easier process for all.”
“We offer all of this as a service to our members,” she concluded.
By Kerina Tull
