Name: George Fitzgerald
Age: 29
Job Title: Head of out of home
Company & Location: Grounded, London
Education: Straight from school into the food industry and haven’t looked back since.
As a child, what did you want to be when you grew up? I originally planned to follow in my grandad’s footsteps to become a civil engineer. But after taking a summer job as a lorry driver’s mate for Bidfood, I fell in love with the food industry and changed tact. I discovered my passion for food and ended up following in my father’s footsteps instead. I’m so grateful he introduced me to this incredible industry.
Why did you decide to go for a career in food & drink? I fell into it by accident, and I absolutely love it! People and food are my two biggest passions. The food industry is unique – everyone knows everyone, and it’s filled with great people and incredible products. Who wouldn’t want to be part of that?
“The food industry thrives on curiosity and enthusiasm”
Explain your job to us in a sentence (or two): I lead the out-of-home team at Grounded, focusing on building partnerships and growing our presence across foodservice, convenience and grab and go. My role is focused around getting our all-natural, high-quality, protein m*lkshakes into the hands of more consumers while staying true to our values of quality and sustainability. For me the primary focus is facilitating an environment where we are creating maximum value for our partners and delivering the tastiest shakes in the category to our consumer!
What does a typical day look like for you? Every day is different, but it usually involves a mix of client meetings, strategy sessions with my team, and exploring new growth opportunities. Building and nurturing relationships is a key part of my role, and I spend a lot of time making sure we’re delivering value to our partners. And of course enjoying being part of the fmcg industry with lunches and coffees.
Tell us how you went about applying for your job: The guys reached out and we had several stages, involving creating and presenting a detailed six-month strategy. I had to showcase how I would deliver it, outlining the key steps, milestones, and the resources I’d need to succeed.
It was a challenging but rewarding experience, as it gave me the opportunity to demonstrate my vision for the role and how I could drive growth for Grounded. It pushed me to think creatively and deeply about Grounded’s values.
As a final stage I met the team for a casual catch-up over some pizza. Potentially the hardest part of the entire process was attempting to finish six slices of Detroit-style pizza whilst pretending I wasn’t full.
What’s the best part about working for a food & drink company? The people, without a doubt. The food industry is filled with passionate, innovative, and inspiring individuals who genuinely care about their work and the industry. Not only have these people helped within the industry but some have even helped me move house (you know who you are!).
Plus, working with good-quality food and drink is a massive bonus.
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And what’s the biggest misconception people have about working in food & drink? That it’s all about kitchens or production lines. The reality is much broader – there are opportunities in areas like innovation, marketing, sales and sustainability. The industry is incredibly dynamic, with roles to suit all kinds of skill sets.
What advice would you give to other young people looking to get into the food & drink industry? Be open to every opportunity, no matter how small it seems – it might just be the stepping stone you need. Network as much as you can, ask lots of questions, and let your passion shine through. The food industry thrives on curiosity and enthusiasm.
What’s your ultimate career dream? To continue making an impact in the food & drink industry by championing innovation and sustainability. My dream is to one day set up a consultancy firm that helps startups grow and succeed in the industry I love.
Interested in finding out more about food & drink careers? Check out GrocerJobs for the latest vacancies
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