The Bulletin
potential areas for improvement. By connecting with members on a personal and professional level, he intends to listen to their feedback and better engage with their needs. Having been a BFFF member himself for many years, through both Tendafrost and Freiberger UK, he’s already in a strong position to take this two-way communication forward. Richard’s long involvement with the pizza industry - through the Pizza, Pasta and Italian Food Association (PAPA) - saw him lead discussions with government on salt targets and work with Public Health England on calorie reduction. This shifts our attention to some serious matters affecting BFFF members, not least Brexit and public health concerns.
It’s fair to say BFFF’s new CEO knows a thing or two about the frozen food industry. Richard Harrow’s impressive 34-year career spans vegetable and pizza categories, including a 22-year tenure at Freiberger UK, where he built the team up from nothing to the substantial operation it is today. Indeed, his favourite frozen food is pepperoni and blue cheese pizza, “from my Freiberger days,” he says. Frozen is more than just a passion for Richard: it’s a way of life. Even two and a half years of early retirement couldn’t persuade him to hang up his boots and leave the world of frozen behind, so when he was approached to take up the BFFF post, he felt he still had something to offer.
“There are definitely lots more conversation to be had,” says Richard. “In particular, frozen needs to have a much bigger voice on food wastage to ensure the benefits of frozen are really heard. It’s a huge sell for the industry, so I’ll be working towards better understanding our members’ views on the topic as I develop the federation’s ongoing short, mid and long-term strategic approaches. “Then we have the major issues around the environment. The current consumer focus in single use plastic reduction. However, just focusing on one issue sometimes gives rise to unintended consequences, a blanket removal of plastic could give rise to other issues such as waste.”
He says: “There’s so much potential here, as well as a truly brilliant and very hardworking team who all feel a natural affinity for what they do. There’s no way I could have said ‘no’.”
As well as the way in which things are often reported in the media, Richard believes siloed viewpoints also sometimes stem from how government tends to look at things: “They rarely take a holistic approach to such matters, choosing a one-dimensional approach instead,” he observes. “I’ll have my ear to the ground over the next few months and beyond to garner members’ thoughts on this and other key topics affecting them.”
Richard’s first few weeks in the role have seen him talking to members in an effort to better understand what BFFF does well and identify
Government’s prescriptive approach to nutrition is another example. “How do you manage consumer expectation around value,
Totally Chilled 8|
The BFFF’s got a new CEO and it’s clear he’s in the business of listening. Suzanna Bain caught up with frozen food stalwart Richard Harrow to get his take on the hot topics affecting the industry and his plans to serve the federation and its members.
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In particular, frozen needs to have a much bigger voice on food wastage to ensure the benefits of frozen are really heard. It’s a huge sell for the industry, so I’ll be working towards this in a big way as I develop the federation’s ongoing short, mid and long-term strategic approaches.
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when imposing a 20% reduction in pizza calories leaves you with no option but to shrink the product?” he wonders. “In the current climate of intervention by government, NGOs and consumer groups I think federations such as the BFFF need to play an ever-increasing role.” It's clear Richard’s priority is to assist members by fully understanding the challenges they face, so he can accurately reflect their views by finding a narrative for the BFFF to use in the outside world. “I think it’s important the federation stands for something, but it must be reflective of the needs of the members,” he explains. To this end, the upcoming BFFF member survey - launching this summer - will be an important tool in Richard’s arsenal. He sees it as a great opportunity to further explore many of the key talking points affecting members and urges as many of them as possible to take part. The survey will coincide with the annual Gala Dinner, which takes place on Thursday 13th June at the Hilton Park Lane, London. Tickets are selling fast, so don’t miss out on your chance to attend the hottest event in frozen. A recent article in April’s BBC Good Food Magazine declared frozen food cool again. Indeed, in spite of Brexit doom and gloom, Kantar data reveals the frozen market has grown by 2.5% year-on-year (52 weeks to March 24th 2019), taking its value to £6.3bn and outperforming both ambient and chilled. “With so much good news, optimism, and NPD activity across the industry, BFFF members have lots to look forward to in terms of exciting new opportunities,” enthuses Richard. “I’m very excited about working closely with them to develop effective working relationships and ensure the federation is serving their needs.”
