Company Structure
and Team
Caterers Choice is led by our board of directors. We invest heavily in having the best team in the industry and behind the scenes our high calibre team work to ensure all our products are of consistently high quality and meet all legal requirements.
We firmly believe our collective success is dependent upon the energy, intelligence and hard work of all our colleagues.
Team Structure
Charles Pinder
MANAGING DIRECTOR
Charles joined Caterers Choice in 1993 before becoming MD in 2004.
As Managing Director, he oversees relationships with our worldwide supplier partners as well as the sourcing and trading of the Caterers Choice range, with particular focus on canned and pouch fish.
He is pivotal to the strategic direction of the business, driving growth and financial stability.
Reporting into the Manging Director:
- Commercial Director
- Finance Director
- Sales Director
- Purchasing Director
Sarah Booth
Commercial DIRECTOR (Caterers Choice)
Managing Director (Fruitypot)
Sarah joined the family business in 1998 before becoming Commercial Director in 2006.
She oversees the operations and technical business functions and trades with key customers within foodservice and retail divisions, as well as being MD of Fruitypot Ltd.
Reporting into the Commerical Director:
- Operations Director
- Technical Director
- Fruitypot Ltd
Graeme Morris
Non-Executive director
Before transitioning to his current role as Non-Executive Director, Graeme joined Caterers Choice in 2019 as Sales Director, having previously held roles at both Princes Foods and John West.
With over 30 years’ experience in the canned goods industry including being responsible for export, foodservice & private label sales at John West, Graeme now sits on the board of Caterers Choice as a non-executive director, providing strategical support to the commercial team.
Adam Colton
Purchasing Director
Adam joined Caterers Choice in March 2020 as Buying Manager, bringing with him over four years’ experience in the foodservice industry. He quickly proved his capability during an exceptionally challenging period for the business, as the team navigated the impacts of the Covid-19 pandemic.
Since then, Adam has played a key role in strengthening and expanding our supply base and has developed strong strategic relationships that have driven significant growth in the business. His contribution continues to be a vital part of our growth and future success.
Reporting into the Purchasing Director:
- Buying Team
Kerry Daniels
Finance director
Kerry joined the business as Finance Director in January 2024, bringing with her over 28 years accountancy experience in various businesses across the manufacturing, retail, wholesale and distribution sectors.
In her role as Finance Director, Kerry leads our Finance team and is also responsible for the IT function within the business.
Reporting into the Finance Director:
- Finance Team
Kev Stowell
Operations Director
Kev joined in 2018, becoming Head of Operations in 2021 and then joining our board as Operations Director in January 2024. Prior to Caterers Choice, his previous experience was in customer service, account and operations management roles, spanning various industries and specifically within foodservice since 2013.
As Operations Director Kev has responsibility for our supply chain and sales desk teams and holds the strategic relationship with our logistics partner.
Reporting into the Operations Director:
- Supply Chain Team
- Sales Office Team
Laura Tiffany-Gill
Technical director
Laura joined Caterers Choice as a technical manager looking after tuna, before becoming Head of Technical in 2021 and then Technical Director at the start of 2024. Prior to joining Laura worked in manufacturing and has 12 years’ experience within the food industry.
Laura has the technical accountability across the whole of our product range, and also oversees responsible business and ethical souricng within Caterers Choice.
Reporting into the Technical Director:
- Technical Team
- Responsible Business/ Ethical Sourcing
Company Structure
Caterers Choice is led by our board of directors. We invest heavily in having the best team in the industry and behind the scenes our high calibre team work to ensure all our products are of consistently high quality and meet all legal requirements.
We firmly believe our collective success is dependent upon the energy, intelligence and hard work of all our colleagues.
Board of Directors
Charles Pinder
Managing Director
Charles joined Caterers Choice in 1993 before becoming MD in 2004. As Managing Director he oversees all sourcing and trading of the Caterers Choice canned fished range and selection of our worldwide strategic partners, in addition to trading with key accounts within all sectors. He is key to all strategic aspects of the business, driving growth and financial stability.
Sarah Booth
Commercial Director (Caterers Choice), Managing Director (Fruitypot)
Sarah joined the family business in 1998 before becoming Commercial Director in 2006. Sarah is responsible for the buying function within the business and trades with key customers within the foodservice and retail divisions as well as being MD of the Fruitypot division.
Marie Balmforth
Finance Director
As a qualified Chartered Management Accountant, Marie joined Caterers Choice in 2001 and was appointed as Finance Director in 2012. Marie leads the finance team controlling and monitoring performance. Having been part of the Caterers Choice team since 2001 Marie has an in-depth knowledge and understanding of every financial aspect of the business.
Graeme Morris
Non-Executive Director
Before transitioning to his current role as Non-Executive Director, Graeme joined Caterers Choice in 2019 as Sales Director, having previously held roles at both Princes Foods and John West. With over 30 years’ experience in the canned goods industry including being responsible for export, foodservice & private label sales at John West, Graeme now sits on the board of Caterers Choice as a non-executive director, providing strategical support to the commercial team.
Steve Farmiloe
Head of Trading
Steve joined the trading team of Caterers Choice in 2013, before becoming Head of Trading in late 2021. He has 21 years’ experience within the food industry, with the past 16 of these focussed on the sourcing and supply of canned and ambient goods.
In the role of Head of Trading at Caterers Choice, Steve leads the trading team in helping our customers understand the markets, evaluate the right products for their businesses, and partner them with industry-leading suppliers.
Laura Tiffany-Gill
Head of Technical
Laura joined Caterers Choice as a technical manager looking after the fish category. After leaving the business for a short period she re-joined in the same role in October 2020 before becoming Head of Technical in December 2021.
Laura has the technical accountability across the whole of our product range, jellies to fish and everything in between.
Kev Stowell
Head of Operations
Kev joined Caterers Choice in 2018 as Sales Office Manager, before becoming Head of Operations in 2021. Prior to joining Kev has previous experience in customer service, account and operations management spanning various industries and specifically within foodservice since 2013. As Head of Operations Kev has responsibility our supply chain and sales desk teams and holds the strategic relationship with our third party logistics partners.
Caterers Choice is led by our board of directors. We invest heavily in having the best team in the industry and behind the scenes our high calibre team work to ensure all our products are of consistently high quality and meet all legal requirements.
We firmly believe our collective success is dependent upon the energy, intelligence and hard work of all our colleagues.