Andrew Staniland

Observer
DISC Type : ic

Group Trading Director at Morrisons

United Kingdom

Overview

Andrew Staniland is the Group Trading Director at Morrisons, bringing extensive experience from senior buying and trading roles at Iceland Foods, Aldi, and Waitrose. A Loughborough University biology graduate, he is described as an "exceptional talent" with a no-nonsense approach, and previously worked at Morrisons as a buying manager.

His dramatic last-minute decision to rejoin Morrisons instead of taking an announced Vice President role at rival supermarket Asda was a notable recent event in the UK grocery sector.

Personality Overview

Assertive

Example Seeker

Value Driven

They are generally strong communicators and are not easy to convince.  They often ask many questions and rely heavily on information and documentation. They can sound friendly and charming but can quickly change gears to become inquisitive and probing.

Topics They Care About

Vertical Integration
Highlights the strategic advantage of Morrisons owning its supply chain, such as with Flowerworld for Valentine's Day, to control quality and value.
Supplier Partnerships
Actively engages with regional suppliers, such as those from Scotland, to foster collective growth and enhance product offerings for local markets.
Multichannel Growth
Leads the 'Morrisons Magic 2. 0' plan, focusing on deep collaboration within trading teams to drive the company's next chapter across multiple channels.

Media Appearances

Is Andrew Staniland's 'Icelandification' of Morrisons enough?. Featured in The Grocer

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Andrew Staniland ditches Asda move for Morrisons. Featured in Retail Gazette

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Morrisons hired Andrew Staniland - 2024-11-11. Featured in Fundz

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Work History

2-2025
Group Trading Director at Morrisons
1-2023
Group Buying Director at Iceland Foods
2-2019 - 1-2023
Trading Director at Iceland Foods
1-2016 - 2-2019
Buying Director at Aldi UK
2-2014 - 1-2016
Buying Manager at Morrisons

Education

2005 - 2008
Biology from Loughborough University
2009 - 2011
PGC from Harper Adams University

More Information

Social Presence :

Prographics :

Exp : 23 Location : United Kingdom Job Level : Mid-senior Designation : Group Trading Director at Morrisons
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Insights For Selling To Andrew

During A Call Or A Meeting

DO's

  • Be prepared for a lot of questions, answer them objectively
  • Persuade objectively how your product will help them achieve their goals
  • Help them realize that there is no personal risk in making this decision

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t brush off any concerns, take all questions seriously
  • Avoid making offhand commitments

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Andrew is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from Andrew

  • They are practical yet friendly, don’t expect a clear no very often.

Insights For Deal Planning

    How fast (or slow) will Andrew move?

  • They like to analyze well and can take their time to reach any decisions.
  • Can Andrew take some risk or not?

  • They systematically evaluate all decisions and are unlikely to take many risks.

You And Andrew

Personality Compatibility


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