Food and Drink Wales Industry Board: update from Jonathan Smith (August 2025)

I’m one of the newest members of the Board, following my appointment in July 2024.

For most of my career, I’ve worked with businesses supplying food and drink to the UK’s major supermarkets. I started with marketing roles at Rank Hovis McDougall (RHM).  Their brands include Hovis, Mother’s Pride, Nimble, Bisto and Saxa. I then worked for St Ivel (then part of Unigate plc). I led their marketing and new product developments for cheese, butter, and milk powder. It was in this last role that I became more involved with the UK’s major multiple retailers. We worked together on category development and retailer-branded new product development.

In 1996 I launched Axis Management Consulting and have run this ever since. We provide consulting and consumer/shopper research services to a wide range of food and drink businesses.

In the mid-90s, the major multiples were rapidly increasing the range of demands they made of their suppliers. For the first time, there was an expectation for medium and small suppliers to collaborate in ways previously only expected of larger ones. “Category management” was the new buzzword. But many suppliers didn’t know how best to put it into practice. We developed approaches that were effective and workable for businesses without the resources of their larger counterparts, helping them to survive and thrive with the major retailers. This set the trend! Much of my time since has been spent finding out ways to get things done in businesses with limited resources.

I have also undertaken two Non-Executive Director (NED) roles. The first was as NED, then Chairman, of Ilchester Cheese Company – best known for its Applewood Smoked Cheddar. This involved bringing about a management buyout. Then contributing to the development of the business over four years. The role ended when we sold the business, which was by then turning over £30m+. This was a fantastic learning experience, and very satisfying.

My second NED role was as Chairman of Cheese Innovations, a smaller speciality cheese business in need of a turnaround. We were making significant progress with the business when the COVID pandemic struck. After exhaustive efforts to save the business, we had to shut it down in 2021. This was a tough period, with an outcome far from what we wanted, but rich in learning.

When I heard about the opportunity to serve on the Food and Drink Wales Industry Board, I was immediately interested. I have a longstanding interest in economics and policy development. I’m also keen to make a contribution via public service. Being on the Board provides a fascinating window onto so many aspects of Welsh food and drink. It will allow me to help shape the very extensive range of support that Food and Drink Wales gives.

Many of the challenges facing Welsh food and drink businesses are similar to those faced by their equivalents elsewhere in the UK. After all, the demands of the major retailers are much the same, regardless of location. However, Wales has a higher proportion of small and micro businesses, and this brings its own challenges. 

In my first year on the Board, I’ve had the pleasure of meeting with lots of Welsh food and drink businesses. I’ve heard their stories, and learned about their successes and the challenges they face.

The Board is now increasingly working via sub-groups. The groups carry out “deep dive” or “task and finish” exercises on specific issues and areas of support. For example:

• one group is looking at the range of support given to businesses that are exporting, or looking to export
• another group is looking at businesses supplying Wales’ thriving hospitality sector

One issue that I’m particularly focused on is the impact of Artificial Intelligence (AI)  on the food and drink sector in Wales. Rapid developments in the field present both major opportunities and major threats. Over time, AI will affect all parts of the food and drink supply chain. Welsh food and drink businesses will need to be ready to take full advantage.

I’m looking forward to an interesting second year working as part of the Board!