Sam Angell

Observer
DISC Type : ci

Head of Product Innovation at Waitrose & Partners

Royal Leamington Spa, England, United Kingdom

Overview

Sam is a commercially astute Head of Innovation with a proven track record at major UK retailers like Waitrose and Sainsburys. They possess a unique skill set across technical, development, and commercial functions, and hold a BSc from the University of Reading, driving business performance through new opportunities.

Passionate about the intersection of food, business, and policy, Sam actively follows publications like the Harvard Business Review and governmental bodies such as the Department for Environment, Food and Rural Affairs, indicating a deep interest in industry-wide strategy and impact.

They led a landmark 10-year deal with British farmers to make all of Waitroses own-label pork 100% free range.

Personality Overview

Example Seeker

Assertive

Curious

They can sound friendly and charming but can quickly change gears to become inquisitive and probing.  They ask a lot of questions and rely heavily on information and collaterals. They are generally strong communicators and are not easy to convince.

Topics They Care About

Ethical Sourcing
Championed a major initiative for Waitrose to move to 100% free-range own-brand British pork, demonstrating a commitment to animal welfare and sustainable farming.
Food Innovation
Drives new product development, such as the exclusive 'Angela Hartnett with Waitrose & Partners' range, to bring authentic and high-quality food to customers.
Retail Strategy
Possesses extensive experience in category development and innovation at Board Level for leading retailers, focusing on identifying opportunities and driving commercial performance.

Media Appearances

Sam has no verified media appearances

Work History

11-2024
Head of Product Innovation at Waitrose & Partners
11-2022 - 11-2024
Head of Innovation at Sainsbury's
2-2016 - 11-2022
Category Development Manager Fresh Foods at Sainsbury's
2-2009 - 11-2015
Director at Total Buying Solutions
1-2006 - 1-2009
Group NPD controller at Elisabeth the Chef

Education

1989 - 1993
Bsc from University of Reading
Education details unavailable from Longcroft School, Beverley, England

More Information

Social Presence :

Prographics :

Exp : 19 Location : Royal Leamington Spa, England, United Kingdom Job Level : Mid-senior Designation : Head of Product Innovation at Waitrose & Partners
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Insights For Selling To Sam

During A Call Or A Meeting

DO's

  • Help them realize that there is no personal risk in making this decision
  • Share testimonials from known people and give multiple examples of product value
  • Use phrases like ‘clear proof that’, ‘data shows’ etc.

DONT's

  • Don’t brush off any concerns, take all questions seriously
  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t rely excessively on your relationship with them to win the deal

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sam is

  • Proven value, strong testimonials are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Sam

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

Insights For Deal Planning

    How fast (or slow) will Sam move?

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

  • They weigh all decisions systematically and are unlikely to take many risks.

You And Sam

Personality Compatibility


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