The St Pierre Groupe has appointed two new members to its Board of Directors as part of moves to build on its international growth.
David Wagstaff, previously President and Chief Operating Officer at The Happy Egg Co., joins as a Board Director. Meanwhile, Jen Danby, previously Chief Marketing Officer at The Happy Egg Co., has been appointed as St Pierre Groupe’s International Marketing Director.
The fast-growing bakery supplier has a portfolio brands, including St Pierre, Baker Street and Paul Hollywood.
The group stated that the double appointment was part of its strategy to drive growth in the key US market in 2021 and beyond.
Both recruits bring with them extensive knowledge of international markets. In the US, Wagstaff created and launched the Happy Egg Co., introducing a new production model and building a national branded business worth some $40m in only four years.
Prior to that, he was partner in a consulting firm specialising in food and drink, responsible for a number of international projects that saw him operate in China, South Africa, Europe and the US for brands spanning dairy, frozen and nutrition sectors. Wagstaff’s FMCG experience also includes spells at McCain Foods and Dairy Crest.
At St Pierre, Wagstaff’s role will be to guide the business teams enabling the St Pierre brand to continue its growth across the US.
Wagstaff commented: “St Pierre is a brand experiencing dynamic growth – in the USA it’s up 57% year-on-year. The team have already achieved amazing results, so with some extra direction, there is genuine excitement around and no limit to what this brand can do.”
Meanwhile, Danby, who has nearly two decades of food-marketing experience in US, UK and South Africa, will head up the firm’s recently expanded marketing department with a focus on brand-building both in key markets. She will be responsible for a cross-functional strategy designed to grow brand awareness and educate consumers through advertising, PR, digital media and shopper marketing.
Danby said: “It’s an incredibly exciting time to join the business. Its growth has been phenomenal this year, especially considering the challenges faced due to the pandemic. There’s a great team in place and real momentum behind each of the brands to continue growth – with ambitious targets in place for the next three years.”
Paul Baker, founder of St Pierre added: “We have three brilliant brands in our portfolio and an incredible opportunity – particularly in the US for St Pierre – to build brand identities that connect with consumers. Our team has always been our greatest strength and now we have an incredible senior team in place to direct strategy and drive the growth, of which we know we are capable.”
