New recruit Toby Jordan “plugs a gap”
Fairway Foodservice adds marketing guru to boost wholesaler’s skills
Toby or not Toby – that was the question facing Fairway Foodservice when it looked to bolster its marketing department.
The Landmark Wholesale member added to its team by hiring Toby Jordan as its new marketing strategist, as the company seeks to enhance its digital presence and help its members develop their online activity.
Jordan arrives at Fairway with 17 years’ experience in the creative sector and will introduce a digital approach to Fairway’s stakeholder and promotional activity to grow the organisation further.
“I’m pleased to have joined the team and can’t wait to help the group and its members to continue to grow and be successful,” said Jordan.
“I aim for Fairway to become a leader in the way it communicates in the digital age, as well as help all our members understand the benefits of online activity, including e-commerce.
“Fairway has a fantastic story to tell and by integrating digital into the existing activity, it will be able to stay ahead of the game, and build better and deeper relationships with new and existing clients in a highly competitive industry.”
As part of Jordan’s new role, he will be tasked with creating and implementing a new brand and strategy, while also giving Fairway’s 20 members pointers to make sure they are promoting their products and brand efficiently and effectively.
Jordan’s other focus is to use his extensive marketing experience to develop Fairway’s own-brand range – and it’s a move that excites Chief Executive Chris Binge.
He said: “Toby brings some highly valuable knowledge to the team, particularly in digital data collection, management and interpretation, and creation of strategy.
“No one can deny the impact digital has had and will continue to have on foodservice business. We are a small team and Toby plugs a knowledge gap we had.
“He also has traditional marketing experience, working internationally for both large and small clients, and the process he adopts to deliver results is very impressive.
“In addition, he has run his own company and has an understanding of fundamental issues affecting businesses, such as cash flow, return on investment and cost control.”