Chris White

Questioner
DISC Type : c

Managing Director at Fruitnet Media International

London, England, United Kingdom

Overview

Chris White is a Managing Director at Fruitnet Media International, a prominent global media business for the fresh produce industry he has helped lead for over three decades. An honors graduate in Modern Languages from the University of Bradford, he is a well-known journalist, conference moderator, and host of the #Fruitbox podcast.

He is a linguist and social media enthusiast with a deep interest in international food culture, evidenced by his travels and commentary on food retail from Shanghai to Costa Rica. He is also passionate about the heritage of his industry, serving as Renter Warden for The Worshipful Company of Fruiterers.

Unique fact: Chris has led his global media company for over 30 years without any formal business qualifications, relying on instinct and storytelling.

Personality Overview

Cautious & Analytical

Systematic

Not Easily Convinced

They are more likely than others to negotiate on pricing and terms.  They prefer to analyze every situation thoroughly.
 While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.

Topics They Care About

Fresh Produce Industry
As Managing Director of Fruitnet and Chairman of the Fruit Logistica advisory board, he is a central figure in the global fresh fruit and vegetable business.
Business Journalism
He has been a journalist in the sector for over 35 years, moderates numerous conferences, and hosts the industry podcast #Fruitbox to share news and insights.
Food Retail Trends
His social media posts and industry commentary frequently analyze global food retail, from shopping experiences in China to marketing strategies for new fruit varieties.

Media Appearances

What do Fruit, Journalism and Business Have in Common? – Talk by Chris White (Managing Director, Fruitnet Media International). Featured in Kingselab.org

See Now

Work History

10-1988
Managing Director at Fruitnet Media International
6-2015
Managing Director at Fruitnet Media International
10-2019
Chairman Advisory Board Fruit Logistica at Messe Berlin GmbH
Board member at Global Produce Events GmbH
5-2010
Renter Warden at The Worshipful Company of Fruiterers

Education

1982 - 1987
BA Joint Honours from University of Bradford

More Information

Social Presence :

Prographics :

Exp : 37 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Managing Director at Fruitnet Media International
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Insights For Selling To Chris

During A Call Or A Meeting

DO's

  • Emphasize on objective proof of ROI, help them do a thorough evaluation
  • Tell them that you will come back if you don’t have a good answer for a question
  • Emphasise more on facts and measurable benefits

DONT's

  • Don’t overhype the product/pitch, keep it measured
  • Avoid rushing them, be polite and patient
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Chris is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Chris

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Chris move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Chris take some risk or not?

  • They can take risk if they are convinced that they have analyzed the circumstances well.


You And Chris

Personality Compatibility


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