With over 120 years of working with a wide variety of food products, we’ve accumulated a wealth of knowledge from pigs to pies to plant-based. Our aim is to create a perfect environment for your business to not only grow, but thrive.
With over 120 years of working with a wide variety of food products, we’ve accumulated a wealth of knowledge from pigs to pies to plant-based. Our aim is to create a perfect environment for your business to not only grow, but thrive.
The food industry is constantly changing, and innovation is key. From tackling food waste to renewable sources, we don’t sit still. Which is why we are always looking out for the next exciting company to work with and pass on our expertise from a wide range of our team. In this instance, too many cooks don’t spoil the broth.
A Redd means to create the ideal environment for growth – And here at Perfect Redd we want to help passionate businesses to thrive and reach their full potential.
Our history may be known for traditional, quintessential British staples, but little is known of the work we do behind the scenes for the future of food.
Perfect Redd is an investment fund within the Samworth Brothers Group, with minority interests in entrepreneurial food-related businesses. We focus on purpose-led and sustainable business models that excite customers, consumers and team members.
After each investment, the business receives the support of the wider Samworth Group. Perfect Redd continues to help to nurture the business, offer expertise and potentially facilities where needed, to help it grow.
Our aim is to support and enable passionate entrepreneurs to make an impact within the industry. It’s their love of food that drives us, and why we fund food passion.
Our Board
Perfect Redd uses their board of directors as both a key sounding board but also as a very important governance process. Their wealth of experience ensures we invest in the businesses that best suit the mission they have set.
As a gateway to Samworth Brothers, they facilitate the right people to join the investee board based upon the requirements of the Founders. Our teams then work collaboratively to create a culture of sharing ideas and opening up opportunities.
Our Wider Team
Copyright Perfect Redd 2023
Non-Exec on Tiba Tempeh
Kerrie boasts a career encompassing the top three own label food manufacturers, starting at Greencore and progressing through Bakkavor and The Real Good Food Company. Joining Samworth Brothers in 2019 as the inaugural Category Commercial Director for Meat and Deli, she shifted gears in 2020 to create a unified commercial team across the intricate meals category. This approach provides a comprehensive solution to diverse customers, spanning commercial, category, insight, and NPD realms. Kerrie's extensive multi-sector experience in large retail, particularly her close collaboration with Tesco, has proven invaluable. Her current role highlights her pivotal role in securing major new clients and rejuvenating existing product lines. Kerrie' involvement in the Samworth Commercial Forum is integral, fostering enhanced customer relationships through a holistic, multi-category strategy across Samworth Brothers.
Non-Exec advisor
Having amassed a wealth of experience at prominent UK food manufacturers like Northern Foods, Bakkavor, and Cadbury's, Sophie joined Samworth Brothers as Production Director at Melton Foods, swiftly ascending to Managing Director within a year. Sophie oversaw the creation of one Food to Go category, the largest part of the Samworth Brothers Group. This involved orchestrating the Manton Wood acquisition, helping secure Starbucks and Costa partnerships, and expanding the Melton Food site.While her operational expertise is notable, Sophie's exceptional interpersonal skills have established her as a respected business leader. Currently, she plays a pivotal role across the Group, spearheading strategic and capital-intensive initiatives.
Non-Exec on Urban Legend
Paul Bennell was appointed Managing Director of Samworth Brothers Supply Chain (SBSC) in 2014, a £75m plus chill consolidation business, 4th largest in UK. SBSC is built off the back of the £1.7Bn Samworth Brothers Group, with additional significant external work which forms a third of its revenue with major customers such as Arla.
Since starting in Exel Logistics as a Graduate Trainee in 1993 in what was then part of NFC (now part of DHL) he has worked in a number of senior roles for organisations in Europe over 30 years across Automotive, Retail, Healthcare and Manufacturing including DHL, Monsoon, HSS Hire, Brakes Brothers and Co-op, encompassing both automated and more manual solutions as appropriate and total network and Route to Market re-design and implementation. His roles have always encompassing the leadership of significant Change Management, and delivery of step change bottom line value, with his latest role setting up a new £40m central Hub in Leicester on Manhattan.
Paul was elected President of the Cold Chain Federation in April 2023.
Non-Exec on jelly Drops
Beth commenced her career on the advertising frontier, spending over five years at Ogilvy & Mather. This distinct background facilitated her seamless transition into marketing, enabling her to apply the insights she once offered. Beth's inaugural marketing venture was with Kellogg's, spanning innovation, brand management, and general marketing. As Marketing Director of Soreen following its acquisition by Samworth Brothers, she spearheaded the transformation of Soreen from a traditional British product catering to an older demographic into a brand resonating with families and active individuals as a wholesome snack.
Lately, Beth has counselled the Samworth Brothers Board on their branded portfolio, collaborating closely with Marketing Directors across the Group to shape brand strategy and ethos. A foundational member of the Samworth Brothers Responsible Business team, Beth leads a group focused on evolving the business' portfolio for the future.
“I am thrilled to be working with the fantastic team at Jelly Drops. It is hugely inspiring to hear Lewis’ personal story behind the product and see a lived example of someone spotting a problem (dehydration) and developing a simple yet effective solution. The persistence and passion of Lewis, Claudia and the team are infectious – particularly given I have first-hand experience of the need for this product through caring for my mother-in-law. I am excited to see how we can expand the footprint of Jelly Drops into new markets, care settings and reach new consumers to enhance the quality of life for the people who need it.”
Non-Exec on Cheesegeek
Ben has significant experience across both NPD and commercial in various large own-label businesses. He built his career working with most of the large UK retailers within multiple chilled categories. This breadth and flexibility made him the perfect choice to build an ‘out of home’ focussed commercial team and develop a strategy to unlock opportunities in new channels for Samworth Brothers. This strategy has created significant benefit for the Group, developing relationships and winning business across all the Samworth categories within large QSR’s, cafes, restaurants and pub chains. This experience and ability made him the ideal choice to join the board of Cheesegeek to help navigate them through their multi-channel strategy development.
“I have always loved Cheese so having the opportunity to work with The Cheese Geek team has been a fantastic experience. Edward’s passion and knowledge is infectious and being encouraged to try new and exciting cheese is definitely a bonus! Being able to provide advice and support as the business develops into new channels has been very rewarding and it is great to see the business grow and diversify. If you haven’t tried Tunworth yet get some ordered ASAP, you won’t regret it!”
Non-Exec on Holy Moly
With an extensive background in the food industry encompassing both branded and own-label segments, Michelle has cultivated her career in renowned companies like Jordans/Ryvita and Noble Foods. Since 2013, she has been an integral part of the Samworth Brothers team, engaging with diverse categories and holding the position of Category Commercial Director for the Food to Go division – the company's largest sector. In 2021, Michelle initiated the establishment of the Samworth Brothers Futures Division, dedicated to exploring upcoming trends and fostering connections in non-traditional retail domains.
Michelle collaborates directly with the Samworth Brothers board, contributing to market-oriented strategies and insights. Upon her appointment to the board of Holy Moly in 2021, she seamlessly integrated her commercial expertise, offering real-time insights to the business. Her distinct viewpoint has added a valuable dimension to how a retail environment views a growing premium brand.
“I absolutely love my role working with the talented team at Holy Moly. It’s great to be able to add value to a brand and business as it grows and establishes itself in the market. Although it would be tough to choose my fave product, the Garlic Aioli is such a delicious and versatile product, but I think it’s pipped by the Jalapeno and Red Pepper Guacamole – taste sensation!”
Investment Director
Paul is a qualified chartered accountant who initially started in corporate finance during the boom of investment into SME businesses during the early 2000s. He worked at both a corporate finance boutique and Top 6 firm over a ten-year period and worked on over 40 deals during that time. In 2012, Paul was offered the opportunity to work for a client, SCI-MX Nutrition as Finance and Operations Director. During this time, the business was sold to Samworth Brothers, a transaction Paul led for the shareholders. Paul has remained with Samworth Brothers since the acquisition working in various roles including the strategic review of the SB Desserts Division, the sale of SCI-MX Nutrition and as Category Finance Director for Savoury Pastry. He joined Perfect Redd in 2022 to fast-track the investment strategy and oversee the support from Samworth Brothers into investee companies.
Non-Exec on Tastily
With a diverse background spanning NPD, development, technical, and operations in the food industry, Nicola emerges as an authoritative figure across all business facets. Her extensive expertise encompasses meal production at Geest and Oscar Mayer, later joining Greencore. Notably, Nicola served as Operations Director at Blueberry Foods, a desserts business divested by Samworth Brothers to Bakkavor. Handling technical and operational due diligence, she seamlessly transitioned to Bakkavor, ensuring leadership continuity. Returning to Samworth Brothers, Nicola pioneered as the inaugural Site Director for Kettleby Foods, overseeing operations, technical aspects, and safety protocols for the largest ready meals operation in the company.
As Samworth Brothers secured a significant Morrisons contract, Nicola spearheaded expansive facility growth. Her role included operational integration, incorporating cutting-edge sauce cooking technology, optimising labour efficiency, and reducing manual handling.
William has been a member of Samworth Brothers Holdings board for over ten years. After reading law at Cambridge University, William qualified and practiced as a barrister and then worked as an investment banker before studying for an MBA at INSEAD. He farms organically in East Anglia and works and campaigns on a wide range of issues connected with food and the countryside. Prior to joining Samworth Brothers, he led the development and subsequent sale of both The New Covent Garden Soup Company and Green & Black’s and he now chairs drinks business Cawston Press. He was a key voice in setting up Perfect Redd to enable the Group to find new sectors via entrepreneurial leadership.
Group CEO
Hugo Mahoney is Group Chief Executive Officer of Samworth Brothers. Hugo joined Samworth Brothers in April 2022, and previously served as Chief Executive Officer of Brakes, the UK’s leading food service distributor. Hugo has spent much of his career in the food and drinks industry, including working for Coca-Cola Enterprises. During this 30-year career he has also led organisations across a spread of technology and business service industries, and in multiple geographies. Hugo worked closely with the UK government on the Covid pandemic response, with Brakes and their partners sourcing and delivering over five million food and essential item parcels to the shielding vulnerable during the first lockdown. He has served as a CBI Councillor and been an industry advisor to UKTI. He served as Chairman of the Constellation buying alliance of distributors across Europe.
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Hannu brings a wealth of both corporate and private equity experience to Perfect Redd. He was initially Chief Finance Officer for IKEA Group before working in private equity. Hannu has been a non-executive director for a number of sectors for businesses at all stagers of their growth journey from start-up to early growth to well established businesses. Personally, Hannu is a private investor and brings a clear focus on business strategy, operating model and exit opportunities.
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After an initial career outside Samworth Brothers, Mark joined the business in 1994, becoming the fourth generation of the family to do so. He has been Chairman since 2020. Samworth Brothers is one of the UK’s leading food producers with a turnover of £1.6bn, employing 10,000 people. Mark was instrumental in building the initial relationships with Holy Moly, Tastily and Tiba Tempeh demonstrating the importance of shared values and purpose, which are central to a good working relationship.
We invested in Holy Moly in July 2021. It was our first investment and we very excited about how a brand with real passion and purpose was able to disrupt an established own-label category such as dips. We have seen the brand grow and evolve since our investment including winning listings in all the major multiple retailers. Michelle Sanders has been an important member of the board supporting from a commercial and strategic standpoint.
Visit the Holy Moly Website
We invested in Tiba Tempeh in October 2022. We see the importance of moving away from a reliance on meat-based products in the consumer diets as a critical future challenge. Tiba Tempeh provides a natural alternative to the lab-produced meat for consumers looking for flavour from a plant-based product. The core focus of Tiba Tempeh is to grow the distribution of the brand and with Kerrie Bailey’s experience in this area she is able to support this plan.
Visit the Tiba Tempeh Website
We invested in Tastily in October 2022. Despite Samworth Brothers operating in the ready meals sector, we saw Tastily as a very different proposition. It focus on single-person living who are looking for a healthy alternatives to takeaways, with a genuine passion for food made it very exciting. The rise in direct-to-consumer gives Tastily direct feedback on food trends and mirrors how people are looking to buy their food. The growth in Tastily requires operational expansion so putting Nicola Williams on the board with all her experience in ready meals will support growth.
Visit the Tastily Website
Perfect Redd invest in Cheesegeek in December 2022. The Cheesegeek brand has a clear focus on delivering the best local cheese to passionate consumers. In a retail environment which is dominated by traditional, mass-manufactured cheeses, Cheesegeek looks to provide an alternative. The knowledge of cheese has set the brand apart and has enabled it to grow into other channels where consumers are looking for expertise. In this regard Ben Kay has joined the board of Cheesegeek, adding his experience to developing new channels.
Visit the Cheesegeek Website
Perfect Redd invested in Jelly Drops February 2023. With Alzheimer’s and Parkinson’s disease becoming increasing issues for an ageing population – dehydration is a major issue for sufferers. Jelly Drops have found a fun way of ensuring these vulnerable people are regularly hydrated. The products are sold across the globe and have received support from Alzheimer’s charities for they innovative approach. The desire for the product to become a brand has lead us to put Beth Brown on the board.
Visit the Jelly Drops Website
Urban Legend seek to take the “junk out of junk food”. They understand that consumers look for taste first and therefore just removing sugar and fat is not an option. Using these ‘material science’ techniques, they have created the first ‘no-compromise’ doughnut. Significantly lower in sugar, saturated fat and calories with the same indulgent taste.
Perfect Redd are delighted to support the growth of the brand whilst providing some expertise on supply chain and operations. Paul Bennell is joining the board where Urban Legend will benefit from one of the most knowledgeable minds in UK fresh food supply chain.
