Every month we will feature an inspirational Baxter Williams client and leader to understand their journey, career highs and lows alongside their various business challenges. This month we have Adam Draper, Managing Director of Nurture Brands, an award-winning FMCG food & drink business that has a “passion for real food and offering consumers genuinely sustainable plant-based options that never compromise on health or taste.”
Name – Adam Draper
Job Title – Managing Director
Company – Nurture Brands
What was your route into the world of FMCG food and drink?
I started my career at Mars on the graduate scheme working in their food business (Dolmio & Uncle Bens) before going over to the pet business (Pedigree).
Who’s the most inspirational person you’ve worked with or for, and why?
I have been very lucky in that I have worked in some great businesses and for several excellent leaders, so this is a tricky one. At Tyrrells, that was owned by Amplify Snack Brands and the CEO, Tom Ennis, was a great boss. He led the Amplify business from a relatively small business selling popcorn in 2014 to selling out to Hershey for over $1bn by 2018. He made fair decisions, trusted his team but ultimately expected results and accountability. The concept of Amplify Snack brand is also part of the inspiration for Nurture Brands.
What advice would you give yourself at 21?
At 21 I wasn’t particularly good at taking advice, so I probably would have been ignored by my older self. The advice I would give: listen more.
What is your biggest failure and what did you learn from it?
I cannot put my finger on a great failure or lesson, but always treating people fairly and not taking yourself too seriously is critical in life as it is in business.
What was the biggest impact of Covid on your business and what did you learn from the experience?
Our business sells healthy drinks and snacks for people ‘on the go’, so Covid really damaged our sales and we quickly had to reinvent our brands in grocery and online to protect our revenue. My biggest reflection is that life can be very unpredictable and whilst great ambitions and plans can be made, building a team that is adaptable, optimistic and resilient is what will help you weather any storm.
How would you describe your job in one sentence?
Jack of all Trades, Master of None.
What would you say is the common misconception of you or your business?
That we are all vegans.
What’s the most challenging part of your role?
People make a business and hiring people with the right attitude, ambition and know-how is very challenging.
How would your parents describe your job?
Selling food and drinks to supermarkets
Who would your three dinner guests be, dead or alive?
Winston Churchill, Freddie Mercury, Jack Nicolson. Would probably need to stock up on wine prior.
What are the most important aspects of been an effective leader?
To have passion and belief in what you are doing, to act selflessly, putting your team and the business first. You also need the ability to listen and be pragmatic and, finally, to keep a sense of humour and perhaps also a thick skin.
Would you prefer people working from the office over people working from home?
We have always had flexible working at Nurture Brands because there is a time and a place for both; a combination of the two I think strikes the right balance between team connectivity and focus time.
What would you like your epitaph to say?
I really don’t mind; it will be of no concern to me!
