Ed Foy

Observer
DISC Type : ic

Co Founder at PRESS Healthfoods

Greater London, England, United Kingdom

Overview

Ed Foy is the Co-Founder of PRESS Healthfoods, a leading plant-based nutrition company in the UK. A graduate of Harvard Business School and the University of Oxford, he leveraged his prior marketing experience at LOreal and Jack Wills to build PRESS from the ground up, inspired by the US wellness movement.

Outside of work, Ed is part of a monthly book club that focuses on biographies and practices the Wim Hof breathing technique. He believes in balancing a healthy lifestyle with moments of indulgence and emphasizes the importance of scheduling downtime with friends and family to maintain a full life.

After struggling in their first Soho store, a chance encounter with a Selfridges buyer who walked past led to the brands first major retail opportunity.

Personality Overview

Assertive

Curious

Example Seeker

They are likely to ask many questions and look heavily for supporting information.  They can sound friendly and charming but can quickly change gears to become inquisitive and probing. They are generally strong communicators and are not easy to convince.

Topics They Care About

Entrepreneurial Resilience
Candidly shares that the first two years of building PRESS were the worst of his life due to stress, highlighting the importance of perseverance and overcoming mental health challenges.
Plant-Based Nutrition
Founded his company on the principle of transforming lives through natural, plant-based foods and is a vocal advocate for the benefits of a plant-forward diet.
Retail Expansion
Focused on growing the brand's physical footprint, celebrating recent launches in major retailers like Ocado and Dunnes Stores across the UK and Ireland.

Media Appearances

Ed Foy: Co‑founder and CEO of PRESS Healthfoods. Featured in Apple Podcasts

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Ed Foy: Co‑founder and CEO of PRESS Healthfoods | Jazz Shapers. Featured in Podplay (Jazz Shapers)

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Work History

1-2014
Co Founder at PRESS Healthfoods
3-2012 - 6-2013
Head of Global Marketing Operations at Jack Wills | Aubin & Wills
8-2011 - 2-2012
Head of US Marketing at Jack Wills | Aubin & Wills
3-2007 - 5-2009
Brand Manager, Kiehl's UK. at L'Oreal

Education

2009 - 2011
Master of Business Administration (MBA) from Harvard Business School
2002 - 2005
Bachelor of Arts (B.A.) from University of Oxford

More Information

Social Presence :

Prographics :

Exp : 15 Location : Greater London, England, United Kingdom Job Level : Leadership Designation : Co Founder at PRESS Healthfoods
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Insights For Selling To Ed

During A Call Or A Meeting

DO's

  • Ask them questions to understand their needs better while staying affable
  • Help them realize that there is no personal risk in making this decision
  • Focus on immediate action-items rather than the larger goals

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t be too objective but make sure to pad your storytelling with data points
  • Don’t brush off any concerns, take all questions seriously

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ed is

  • Proven value, strong testimonials are important to them, relationships will have some weightage.
  • Will you ever get a clear answer from Ed

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

Insights For Deal Planning

    How fast (or slow) will Ed move?

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

  • They evaluate their decisions systematically and are less likely to take risks.

You And Ed

Personality Compatibility


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