Ashley Farmer

Initiator
DISC Type : Di

Chief Executive Officer at Cambridge Nutritional Foods

Stoneleigh, England, United Kingdom

Overview

Ashley Farmer is the Chief Executive Officer of Cambridge Nutritional Foods, an employee-owned nutrition group. He focuses on corporate strategy, portfolio leadership, and business transformation. Colleagues describe him as an energetic, engaging, and natural leader. He holds a BA from Leeds Beckett University.

He appears to be a family-oriented person, publicly reflecting on the important women in his life, including his mother, sisters, and partner. He actively supports and promotes the work of his colleagues on social media, demonstrating a collaborative leadership style.

Unique fact: He leads a diversified employee-owned nutrition group, a distinctive business model focused on long-term value.

Personality Overview

Friendly Challenger

Conviction Driven

Risk-Accepting

They don’t mind taking a stand if they believe in something.  They respond well to objective pitches but also attach some value to relationships. They measure a product on its merit but can be influenced by strong testimonials.

Topics They Care About

Nutrition Innovation
He is leading his company's evolution in weight management, including launching products that respond to new trends like GLP-1 medications.
Employee-Owned Models
As CEO of an employee-owned group, he is focused on a governance and value creation model that directly benefits the workforce.
Scaling Nutrition Brands
His company provides contract manufacturing services to help new and established food and nutrition brands scale their operations with confidence.

Media Appearances

Cambridge Nutritional Foods' CEO announces retirement. Featured in All Things Business

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Cambridge Nutritional Foods announced Ashley Farmer has been named chief executive. Featured in Facebook

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Work History

1-2026
Chief Executive Officer at Cambridge Nutritional Foods
1-2025 - 1-2026
Chief Commercial Officer (CCO) at Cambridge Nutritional Foods
1-2025 - 1-2026
Chief Commercial Officer (CCO) at Serenova Nutrition
10-2023 - 1-2026
Chief Commercial Officer (CCO) at Cambridge Nutritional Foods Ltd
9-2023 - 1-2026
Chief Commercial Officer (CCO) at The 1:1 Diet by Cambridge Weight Plan

Education

1995 - 1998
BA / Hons from Leeds Beckett University
1992 - 1995
B-Tec National Diploma from Stafford College

More Information

Social Presence :

Prographics :

Exp : 24 Location : Stoneleigh, England, United Kingdom Job Level : Leadership Designation : Chief Executive Officer at Cambridge Nutritional Foods
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Insights For Selling To Ashley

During A Call Or A Meeting

DO's

  • Keep your pitch focused on the impact but insert some anecdotes into it
  • Focus on the big picture and the strategic value of your product
  • Refer to testimonials from well known people to highlight the value of your product

DONT's

  • Avoid focusing only on the product or its ROI, keep building trust subtly
  • Don’t keep repeating the same information, it could make them impatient
  • Don't be unorganized, be prepared for the pitch

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ashley is

  • Confidence in the product’s value is critical, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Ashley

  • They will not hesitate to say no if they do not develop conviction.

Insights For Deal Planning

    How fast (or slow) will Ashley move?

  • They can take fast decisions if they develop conviction in the product and find you trustworthy.
  • Can Ashley take some risk or not?

  • They have the capability of taking risky decisions if necessary.

You And Ashley

Personality Compatibility


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