Search our website enhanced by Google.
Connecting farmers, retailers and consumers
Tuesday, 4 March 2025
By collaborating with retailers, processors and consumers, our Retail team ensures that British farming remains relevant, trusted and valued. Learn how the team – Fiona, Stasha and Helena – bridges the gap between farmers and supermarkets.
The team
Fiona brings a wealth of experience in retail, manufacturing and category management to the team, having worked at Tulip (now Pilgrim’s), Cargill and Co-op. Her expertise includes shopper insights, marketing and commercial management.
Stasha has an extensive background in the food supply chain, including product development, procurement and category management.
Helena not only has plenty of retail experience – and is currently building relationships with Waitrose – but she is also a farmer with experience from both the UK and New Zealand, bringing a valuable understanding of the farm-to-shop journey.
Retail relationships
The retail sector is the primary outlet for British farmers’ products, with 85% of red meat sold through retailers.
The team works to ensure British products are promoted in an increasingly competitive and sustainability-focused market.
Through partnerships with major retailers, Fiona, Stasha and Helena influence millions of consumers, emphasising provenance, health and sustainability.
The team currently collaborates with nine major supermarkets to:
- Develop campaigns and promotions: coordinating in-store and online promotions, supported by TV, social media and point-of-sale materials to drive demand
- Address shopper behaviours through research, such as our Rethinking the meat aisle project, which identified that shoppers were unintentionally buying less meat due to a lack of inspiration and trust
- Implement sustainability Iinitiatives: working with retailers on achieving net-zero goals, showcasing how red meat and dairy can contribute to sustainable diets
Retailers value meat for boosting store loyalty and basket size, making collaboration crucial.
The team’s work helps to maintain demand for British red meat, strengthen the supply chain and drive shopper loyalty, benefiting levy payers and British agriculture.
Fiona, Stasha and Helena take great pride in supporting British farmers, using their expertise to keep pork, and other red meats and dairy, central to consumers’ diets and retailer strategies.
Fiona Clayton, Stasha Napior-Kowska and Helena Reilly