Case Study // Capability Building
Empowering commercial leaders for the future of food
With Greencore Group plc
The opportunity
The food system is shifting fast. Commercial leadership must move faster.
The food industry is entering a new growth era where margin resilience and customer alignment depend on leading change, not reacting to it.
Regulation is tightening.
Retailer strategies are evolving.
Consumers expect more.
In this environment, commercial teams are on the frontline. They must translate complex system challenges into growth opportunities and customer value.
This means moving beyond fragmented knowledge and functional selling – towards a confident, joined-up approach grounded in systems thinking, shared language and strategic intent.
The action
Activating systems thinking for commercial impact.
Greencore recognised that real commercial leadership starts from the inside. They partnered with Future Food Movement to fire up knowledge and systems thinking – building the capability, confidence and mindset to turn future challenges into competitive edge.
We’re spotting opportunities earlier, influencing briefs more confidently and unlocking real value for our customers.
Jim Couchman
Sales Director, Greencore Group plc
What was delivered?
A tailored two-day accelerator for commercial teams, delivered by Future Food Movement
Industry specialists who bridge macro insight with commercial activation, translating this into practical growth levers.
Practice, not just theory
Co-created with industry leaders, grounded in commercial reality and focused on behaviour change and applied capability.
A deep dive into the food system’s big shifts and Greencore’s role within them:
The science and strategy behind net zero, regeneration and health-led innovation
Building shared systems understanding across functions
Applying insight to live customer challenges
Reimagining Joint Business Plans through a system lens
Identifying new growth opportunities rooted in purpose and partnership
Embedding new behaviours that strengthen customer relationships and unlock future growth
I’m really proud of this initiative and very excited about what it can do for the business. We are mobilising our commercial team and getting them ready for the future of food.
Fran Haycock
Head of Sustainability, Greencore Group plc
The impact
Building future fit commercial teams ready to lead the next era of growth.
Greencore has set a new industry benchmark for commercial leadership – proving that investing in capability and behaviour change is how food businesses show up as a credible partner and unlock future growth. The programme ignited a mindset shift across their commercial teams, transforming how they engage with customers, retailers and internal stakeholders.
The value
Confidence
A clear shift from reactive to strategic engagement, with teams now speaking with conviction on climate, health and regeneration.
Clarity
They challenge briefs and shape customer conversations with evidence.
Capability
Systems thinking is embedded into commercial planning with stronger alignment on Joint Business Plans.
Credibility
Greencore is showing up as a trusted partner in customers’ transformation agendas.
It’s allowing us to shift our mindset and rethink how we approach these topics with customers. It’s giving our teams confidence to be able to have these conversations.
Rachel Cobbe
Head of Sales, Greencore Group plc