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Tuesday, May 28, 2024


St Pierre Groupe has appointed two new members to its Board of Directors, as the business looks to capitalise on its significant International growth.

David Wagstaff, previously President and Chief Operating Officer at The Happy Egg Co. joins the board alongside Jen Danby, previously Chief Marketing Officer at The Happy Egg Co. who has been appointed as International Marketing Director for St Pierre Groupe.

The business, which is the UK’s fastest growing branded bakery supplier, includes St Pierre, Baker Street and Paul Hollywood bakery brands in its portfolio.

The double appointment is a clear signal that growth in the USA market is key to the St Pierre brand strategy for 2021 and beyond.

Both recruits bring with them extensive knowledge of international markets. In the USA, Wagstaff created and launched the Happy Egg Co., introducing a new production model and building a national branded business of some $40M in only four years.

Prior to that, he was leading partner in a consulting firm specialising in food and drink, responsible for a number of international projects that saw him operate in China, South Africa, Europe and the USA for brands spanning dairy, frozen and nutrition sectors. Wagstaff’s resume includes impressive FMCG experience spanning almost three decades and brands including McCain Foods and Dairy Crest.

Now as Board Director for St Pierre, Wagstaff’s role will be to guide the business teams enabling the St Pierre brand to continue its growth across the United States.

Wagstaff explains, “St Pierre is a brand experiencing dynamic growth – in the USA it’s up 57 per cent year-on-year. The team have already achieved amazing results, so with some extra direction, there is genuine excitement around and no limit to what this brand can do.”

St Pierre, the lead brand for the group is the number one brioche brand in America and it’s here that Jen Danby’s previous experience will also be invaluable. With nearly two decades of food-marketing experience and extensive knowledge within the USA, UK and South Africa, Danby has a track record of leading and developing new brands in international markets.

Danby will head up the recently expanded marketing department with a focus on brand-building both in the UK and US markets; she will be responsible a cross-functional strategy designed to grow brand awareness and educate consumers through advertising, PR, digital media and shopper marketing.

Manchester headquartered, St Pierre Groupe, welcomed new recruits across the marketing function during lockdown – including Brand Manager, PR & Comms Manger, Social & Digital Communities Manager and Brand Activation roles.

Jen Danby comments, “It’s an incredibly exciting time to join the business. Its growth has been phenomenal this year, especially considering the challenges faced due to the pandemic. There’s a great team in place and real momentum behind each of the brands to continue growth – with ambitious targets in place for the next three years.”

Paul Baker, founder of St Pierre adds, “We have three brilliant brands in our portfolio and an incredible opportunity – particularly in the US for St Pierre – to build brand identities that connect with consumers. Our team has always been our greatest strength and now we have an incredible senior team in place to direct strategy and drive the growth of which we know we are capable.”

St Pierre Groupe was presented with the Queen’s Award for Enterprise for International Trade in 2019, with turnover hitting £89mn globally and has secured a place in The Sunday Times International Track 200 for four consecutive years.

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