Death of Mr Foodbroker’ Des Desmond Cracknell, the man who introduced the concept of food brokerage to the UK, has died after a long illness. He was 75. Known universally as Mr Foodbroker’, he set up Food Brokers in 1961 and his vision and leadership helped establish the company as Europe’s leading brokerage with an annual turnover which will be in excess of £500m this year. Former Tesco chairman Lord MacLaurin, a personal friend, said on Wednesday: “Des was a very important part of grocery. He did a remarkable job in promoting many brands which were lost in the marketplace until he got hold of them. “He was a larger than life, dedicated man who could truly be described as one of the old school of grocers.” Desmond joined the Fleet Air Arm during the Second World War from Edinburgh University and became one of the first jet pilots. He left the Navy in 1955 and started his business career with Procter & Gamble. He left P&G in 1961 to set up FB after learning about the growth of the brokerage industry in the US. His firm was the first of its type in the UK to offer a “full service” sales, marketing and distribution operation on behalf of manufacturers. Green Giant, Ferrero Rocher and Dr Pepper were all introduced to the UK by FB, but Cracknell’s proudest business achievement came from the appointment by P&G to launch and build the Pringles brand in the UK. From the launch in 1991 to the end of the contract in 1997, Pringles became the 35th biggest brand in the UK. Cracknell’s contribution to the trade was acknowledged when he was appointed a fellow of the IGD. He was a fellow of the Marketing Society, and a past president of the Confectioners’ Benevolent Fund. In 1976 he founded the European Food Brokers Association (now the European Sales and Marketing Association (ESMA). A keen pilot, he regained his pilot’s licence in the 1970s, flew a corporate aeroplane for some years and became a Freeman of the Guild of Air Pilots. He was also well known in horse racing circles because FB has owned horses and sponsored racing at Newmarket and Cheltenham. Desmond was succeeded as chairman of FB last year by his son, Victor, who told The Grocer: “My father was a charismatic leader who was always proud to be called a salesman’. “His greatest contribution to the grocery trade was establishing a cost effective route to market’ for so many brands. “He liked nothing better than being in the stores or out in the field with our sales force.” Desmond Cracknell leaves a widow, Valerie, and five children, Valerie, Vivienne, Roger, Victor and Toby. {{NEWS }}