Kate Hofman

Commander
DISC Type : D

CEO and Co-Founder at Pesto

London Area, United Kingdom

Overview

Kate Hofman is the CEO of Pesto, an ERP SaaS company she co-founded to empower challenger food and drink brands. A former founder of GrowUp Farms, she raised over £100m to launch the UKs first vertically-farmed salad brand into major retailers. She holds a degree in Environmental Technology from Imperial College London.

Personality Overview

Strong-Willed

Risk-Taker

Candid & Clear

They prefer to be the ones controlling the conversation or defining the terms.  They take a lot of pride in personal achievements. They respond well to strong and respectful communication.

Topics They Care About

Scaling Food Brands
Her company, Pesto, focuses on providing operational tools for challenger food and drink brands to manage growth, fix manual workflows, and scale their impact in major grocers.
Sustainable Food Systems
This is a stated passion in her professional headline, backed by her background founding a large-scale vertical farm and her degree in Environmental Technology.
Food Tech Innovation
Her career spans pioneering commercial vertical farming with GrowUp Farms to developing a modern ERP SaaS platform specifically for the food and drink industry at Pesto.

Media Appearances

AI-Driven Solutions for Global Food Distribution with Pesto. Featured in YouTube

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Great British Entrepreneur Awards: Kate Hofman Shortlisted. Featured in GrowUp Farms

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Work History

11-2024
CEO and Co-Founder at Pesto
9-2024 - 12-2024
Entrepreneur at Antler
1-2013 - 8-2024
Founder at GrowUp Farms
7-2011 - 10-2012
Co-Founder at Arboreal
7-2007 - 1-2013
Organisational Change Consultant at IBM

Education

2011 - 2012
Environmental Technology from Imperial College London
Honorary Doctorate of Science from Bath Spa University

More Information

Social Presence :

Prographics :

Exp : 18 Location : London Area, United Kingdom Job Level : Leadership Designation : CEO and Co-Founder at Pesto
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Insights For Selling To Kate

During A Call Or A Meeting

DO's

  • Speak about competitive differentiation that your product offers
  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Make sure that you circle back fast on any action items, it wins their trust

DONT's

  • Do not spend too much time focusing on product tech or features
  • Do not back off when challenged, respond with a confident, objective answer instead
  • Do not hesitate from asking counter questions, just avoid challenging their authority

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Kate is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Kate

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Kate move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Kate take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Kate

Personality Compatibility


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