STORY: British Bakels restructures

After nearly 40 years of loyal service Keith Houliston has retired as Sales Director of the Craft & Wholesale category of British Bakels from the end of December 2020, but will remain with the company as a Company Ambassador Director, responsible for engagement and support, whilst promoting British Bakels at industry events and functions.

Keith joined British Bakels back in March 1981 as a Sales Manager and was the last remaining member of the British Bakels team to have personally met one of the Bakels Group founders, Bernardus J. Bakels.

Keith’s retirement has given way for the category he led, Craft and Wholesale, to sit under the leadership of newly promoted Commercial Director, Andy Hooper (pictured right). Andy has been with British Bakels since March 2000, originally having joined the business with responsibility for the Instore Bakery category and more recently having taken on responsibility for the Industrial categories of the business.

Under Andy’s leadership, Three Commercial Managers have been promoted from within the commercial team, to work under Andy and alongside Senior Technical Support Manager, Steven Burgess, each heading up their respective teams:

Fred Gencarelli – Commercial Manager, Industrial.

Steven Fulford – Commercial Manager, Craft & Wholesale (pictured left).

Mark Challis – Commercial Manager, Instore Bakery & Retail (pictured centre).

Steven Burgess – Senior Technical Support Manager, all categories.

The positioning of the categories under Andy’s leadership will provide the desired customer focussed approach and ensure the wider business functions are aligned and agile in the new way of working.

The restructure will set up the business to more effectively target new markets, delivering an even higher and complete level of service to customers.

Andy said: “I am absolutely delighted to have been appointed as Commercial Director for British Bakels and will be supported by a fantastic team of business development, technical support managers and the wider Bakels team”.

Due to the pandemic, our business faced many challenges in 2020, (and continue to do so) however as a long- term player within the industry, we move forward with optimism, knowing we have the full support of the Bakels Group. Ongoing capital investment into our business, provides us with many new business opportunities, which in turn will also support stability and security of supply to our customers.

For more information visit www.britishbakels.co.uk