Overview:
Key Account Manager for Wiltshire Farm Foods Professional - South Region
As part of the growth strategy for WFF Professional, the Key Account Managers (KAMs) play a crucial role in expanding our presence within the care home and non-acute hospital markets. This role focuses on introducing the WFF Pro service to care homes and healthcare facilities that do not require a full-service apetito catering solution but need flexible, high-quality meal options, particularly for specialist diets. WFF Professional KAMs will be integral to achieving a £1.5 million in-year sales target for 2025.
We are recruiting to covering the South of England.
Key Areas of Focus
• Specialist Diets: Showcase WFF Professional's world-leading range of meals that cater to specific dietary needs (e.g., dysphagia, malnutrition, and allergies).
• Risk Reduction and Peace of Mind: Communicate the value of risk reduction in meal service, ensuring clients can confidently manage dietary restrictions with our products.
• Flexible and Simple Service: Emphasize the ease of use with no contract requirements, unit-picked ordering, and next-day delivery, catering to clients’ unique needs.
Location and Travel
This is a home-based role with extensive travel within the assigned region (South West/South East), targeting around 600 prospects accounts per region.
Who we are:
Wiltshire Farm Foods, part of the apetito group, is the UK’s largest ready-meal supplier, cooking and delivering over 330 different delicious frozen ready meals across the UK primarily to the elderly, their family members and healthcare professionals.
We're dedicated to making a real difference to our customers' lives, by bringing sunshine to their doors through our commitment to provide good old-fashioned service.
Our intense pride drives us to continuously innovate and improve, ensuring our products and service exceed our customers' needs.
This is all whilst being an ethical and sustainable organisation that believes in doing the right thing.
Responsibilities:
• New Business Development: Responsible for generating sales with a target of £250k per annum.
• Lead Qualification and Conversion: Actively pursue and qualify leads, supported by extensive CRM data, to identify potential clients within target markets (care homes and non-acute hospitals).
• Market Awareness and Networking: Promote WFF Professional across the care marketplace through industry events, digital campaigns, and local outreach, positioning WFF Professional as the solution for flexible and specialist dietary needs.
• Cross-Functional Collaboration: Work closely with apetito Care Home and Healthcare sales teams to ensure a seamless experience and shared growth opportunities across both brands.
• Client Trust and Relationship Building: Establish rapport with stakeholders in each care setting, from management to operational staff, ensuring WFF Professional's flexibility and quality standards are clearly understood and trusted.
Qualifications/Personal Qualities:
Desired Qualifications and Skills
Essential:
- Proven experience of achieving and exceeding sales targets through generating leads, converting new customers and winning new business
- Consultative, solutions-led sales experience
- Strong commercial experience
- Able to manage objections and negotiate profitable agreements
- Proven experience of developing and managing an account relationship
- Good O Levels / GCSEs to support a high standard of business communication skills and numerical analysis
- Full driving licence
Desirable:
- Catering experience
- Experience of the care sector
Food Hygiene training
Personal Qualities:
- Able to demonstrate gravitas and credibility with senior level stakeholders
- Resilient, tenacious and determined - persistent in pursuit of achievement
- Strong influencing, negotiating, listening and communicating skills
- Strong team working skills at all levels within an organisation, fostering a culture of continuous improvement and excellence in delivery
- Must display a passion for this role and the business that we operate
Due to the geography of this role and the nature of working with customers in care home settings, flexibility with working hours will be needed.
Travel to customers across the region and to national events, including overnight stays, will be a regular requirement - typically 1 night per week.
A company car is provided to facilitate this and a clean (or virtually clean) driving licence is essential.
As this role involves working with elderly and vulnerable customers, it is exempt from The Rehabilitation of Offenders Act 1974 and requires a Standard DBS Disclosure.
Company Benefits:
Sales & Senior with co car:
- Competitive salary – accredited Living Wage employer
- Company car
- 25 days holiday per year, plus bank holidays
- Option to purchase up to 5 additional days holiday per year
- Generous annual bonus scheme
- Pension scheme - employer matched contributions up to 5%
- Life assurance scheme worth 2x annual salary
- Free turkey or voucher at Christmas
- apetito perks scheme including salary sacrifice options and retail discounts
Our Values:
As a family-owned business, we take great pride in being a company that makes a real difference and is dedicated to creating outstanding meals to be proud of.
We develop a range of products designed to enhance health and well-being for all our customers.
We are driven by a passion for service and dedicated to feeding some of the UK’s most vulnerable people.
We proudly support British food and farming, focusing on using the best ethical and sustainable produce in alignment with our goal to reach Net Zero by 2040.
Our ethical standards are recognised by the ETI and we are an accredited Living Wage employer.
Learn more about apetito’s commitment to a more sustainable future.
We embrace inclusion, empowering individuals from diverse backgrounds.
Our commitment to making a real difference extends to customers, communities, and staff and we're on a mission to build an inclusive workplace where everyone reaches their full potential.
