Jenny Salmon – Director, Crushed Ltd.

Crushed was set up in 2011 by partners Jenny Salmon and Deborah Ewing-Chow.  The company was set up in order to bring a children’s fruit based puree snack to the market for 7-11 year olds.

We had created a brand, and sourced the product, by the time we met Suzi Wynne at a conference organized by The Grocer Magazine.  Our challenge was that whilst we had experience of selling, we recognised that selling to supermarket buyers was going to require very specialist “insider” knowledge of the way supermarkets worked.  This is where Suzi’s help proved invaluable.

Our product was basically designed for two supermarkets, Sainsbury’s and Waitrose.  This meant that it was vitally important to us that after all our hard work, we secured listings with these supermarkets. We feel very lucky to have been approached by Suzi,  who offered to work with us to secure a listing.

Suzi set up meetings with several buyers, and we had the opportunity to test out our pitch on less important “targets”, so that when we had our first meeting with Waitrose, we had practised what we were saying, and presented them a coherent argument as to why they needed our product!

Suzi is extremely well organised – she keeps us in check, in terms of producing critical paths, making sure we stick to agendas, and generally keeping us “on task”.   She is not afraid to say when she thinks we are wrong!

When we secured our listing with Waitrose, she also helped enormously in terms of helping us with forecasting, and generally just having insight into the way buyers operate.  There are no books to explain this – you need someone like Suzi who has been on the inside! I think going forward Suzi has explained so much which will be invaluable to us, and I think working with her saved us a lot of time, and certainly she steered us in terms of establishing a good working relationship with our buyer.  We would recommend her to anyone who needs guidance as we did in terms of securing their brand a listing.


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