Name: Tom Kerr
Job title: Head of category management and commercial planning – plant-based
Company: Danone
What was your first job? My first job was at Alton Towers, where I worked at McDonald’s. During my lunch I would get 20 chicken nuggets and try my best to get a sneaky ride on the Nemesis rollercoaster – it was always quite risky to do so, but so worth it!
What’s been your worst job interview? Well, I’ve been at the same company for over 15 years, so remembering my last job interview isn’t easy, let alone which one was the worst. It all seems quite a long time ago now.
What was the first music single you bought? The first album I bought was back in 1996. It was the brilliant Moseley Shoals by the British rock group Ocean Colour Scene.
“I’d love us to be able to make it even easier for shoppers to make educated decisions about the products they’re choosing”
How do you describe your job to your friends? As the category lead for Danone’s plant-based brands, my job is essentially getting people to believe in plant-based and educate them about its importance and value.
What is the most rewarding part of your job? The best part of my job is seeing something come to life in store, often after many months or even years of planning, whether that’s a new product launch or an exciting activation. It’s great to see a tangible result and is extremely rewarding, especially when you’ve been working on a long-term project.
What is the least rewarding part? I’ve never been the biggest fan of admin!
What is your motto in life? My motto is fairly simple and one I’m sure you’ve heard a few times, but it’s just so important: treat people as you would like to be treated yourself.
If you were allowed one dream perk, what would it be? I would love to have my email address blocked when I am on holiday. There’s nothing worse than coming back from a break and having to go through hundreds of emails! Probably not very realistic, but we can dream.
Do you have any phobias? Arachnophobia! Spiders can stay away.
If you could change one thing in grocery, what would it be? It would be great if all of us in the industry could be more aligned and consistent on how we communicate to shoppers, both on-pack and at fixture.
I’d love us to be able to make it even easier for shoppers to make educated decisions about the products they’re choosing – particularly when it comes to health – regardless of manufacturer or retailer.
What animal most reflects your personality? I would say a pig. It’s an animal that is more intelligent than it looks. It’s also capable of learning basic skills in exchange for food.
What’s your favourite film and why? I’ve always enjoyed watching the 1993 comedy, Cool Runnings. What can I say, I just love a good underdog story.
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What has been the most embarrassing moment in your life? I used to work in field sales for a brewery and one day, I had a board member join me for the day. It was going well, but then whilst lifting a large slab of lager, my suit trousers ripped all the way to below the knee.
I had to embarrassingly leave my senior guest stacking shelves whilst I went away to buy a new suit.
Which celebrity would you most like to work with and why? It would probably be someone like Joe Marler from the England rugby team. He seems fun to be around but also loyal and knows when to put his game face on. He’s also just announced his retirement, so maybe he’ll have some spare time on his hands…
What would your death row meal be? You can’t beat a proper authentic curry!
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