Richard Crabtree

Groups Sales Director

1)      When and why did you join Burton’s Biscuit Company?

I joined in November 2007. I was recruited by a former Chief Commercial Officer who I had previously worked with. He sold me the brand driven vision which we are now realising, especially around the Cadbury potential. It felt like the right time to be able to do something exciting.

2)      How is Burton’s Biscuit Company different to the others in the market?

Having worked for a number of FMCG companies and having a large network of friends and business acquaintances, I genuinely believe that we possess the best balance of entrepreneurialism and process there is. Our flexibility, speed, thinking and fun is a difficult cocktail to match.

3)      What is a particular career highlight of yours?

I loved working at Mars due to the quality of people, brands and training they offered, but if pushed I would have to say I am most proud of the team that I have built here over the last few years. Being part of this tremendous journey and seeing the success of your team and the broader Burton’s business in delivering record performances for the last two years has been particularly satisfying. I genuinely love what I do and who I work with and look forward to every day.

4)      What is your favourite biscuit moment?

This would have to be whenever I’m enjoying a few Cadbury Mini Fingers – one of the best biscuits we make!!

5)      What does ‘Making Every Day More of a Treat’ mean to you?

A couple of things spring to mind here given my role. Ensuring we are delighting our customers and shoppers with fantastic products and trying to make our workplace as fun, enjoyable and productive as it possibly can be.