Life before marketing
Early in Peter’s career, he worked in production planning and technical research for General Foods, who at the time owned popular brands such as Birds (Birds Custard, Angel Delight, Instant Whip, Birds Jelly and Birds Trifle), Hollywood chewing gum and Maxwell House coffee.
At General Foods, Peter trained to be a coffee taster; studied engineering; was part of the team that developed new coffees for General Foods Worldwide; and gained the Institute of Packaging Diploma. He was also awarded the General Foods Corporation Award for Technical Innovation for implementation of a computerised pallet optimisation system that significantly reduced distribution and warehouse costs.
Peter then moved to Asda as a packaging technologist, and involved in the start of the new ‘Asda Brand’ project. He was promoted to Head of Asda Brand Packaging and managed a team of expert packaging technologists who launched over 12,000 Asda Brand products over the course of three years. This included pioneering the world’s first packaging project that took digital artwork to repro.
After four years in packaging, Peter became Asda’s Head of Advertising and Media and began his career in marketing.