Joanne Elsdon

Trailblazer
DISC Type : ID

Head of Food and Drink at Greggs

Greater Leeds Area, United Kingdom

Overview

Joanne Elsdon is the Head of Food and Drink at Greggs, with over 25 years of expertise in product development and leadership. She has a Master of Medical Science from The University of Sheffield and has held senior roles at Greencore and BBF Limited. People often describe her as passionate, committed, and motivating.

She is deeply passionate about shaping new talent within the food industry. This led her to co-found Flourish in Food, a mentoring partnership program dedicated to guiding and supporting individuals navigating their careers in the sector, whether they are just starting or are seasoned professionals.

Unique fact: Described as a "force of nature" for healthy diets, she has been instrumental in Greggs strategic shift towards healthier, non-HFSS food options.

Personality Overview

Informal

Friendly But Fast

Persuasive

They like to keep things under control.  They respond better to a combination of speed and relationship. They are more likely to be open to unproven but exciting technologies.

Topics They Care About

Food Product Development
Her entire 25-year career has been in product development, leading teams at major companies like Greggs, Greencore, and BBF to deliver new and innovative food products.
Mentoring Talent
Co-founded Flourish in Food, a mentoring service for the food industry, and actively promotes the benefits of mentorship for both mentees and mentors in her network.
Healthy & Sustainable Diets
Previously drove the strategy for healthy and sustainable diets at Greencore and is noted for helping Greggs shift towards healthier menu options, like items under 400 calories.

Media Appearances

Joanne Elsdon, Flourish in Food | In Conversation With. Featured in Apple Podcasts

See Now

Work History

4-2023
Head of Food and Drink at Greggs
1-2021
Member of Leeds University Industry Advisory Board and Visiting Lecturer at University of Leeds
3-2021
Co-Founder & Partnerships at Flourish in Food at Flourish in Food
2-2020 - 4-2023
Head of Food at Greencore
8-2018 - 2-2020
NPD Director at BBF Limited

Education

1996 - 1997
Master of Medical Science from The University of Sheffield
1992 - 1996
BSc (Hons) from The Manchester Metropolitan University

More Information

Social Presence :

Prographics :

Exp : 7 Location : Greater Leeds Area, United Kingdom Job Level : Mid-senior Designation : Head of Food and Drink at Greggs
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Insights For Selling To Joanne

During A Call Or A Meeting

DO's

  • Showcase existing customers and use case-studies to grab their attention
  • Display high self-confidence and expect them to have a strong personality.
  • Help them visualize the impact of their decision

DONT's

  • Do not look like someone who doesn’t know what they are talking about
  • Don't make any commitments that you might not be able to fulfill
  • Don’t hesitate from asking questions or pushing them, but take a friendly approach

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Joanne is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Joanne

  • If they are not convinced, they will say no albeit in a friendly manner.


Insights For Deal Planning

    How fast (or slow) will Joanne move?

  • They can reach decisions quickly if they develop trust and confidence in the product.
  • Can Joanne take some risk or not?

  • They can take risks if necessary.

You And Joanne

Personality Compatibility


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