Stephanie Hildon new Ginsters MD  2100x1400

Source: Ginsters

New MD Stephanie Hildon

Savoury pastry specialist Ginsters has appointed Stephanie Hildon as its new managing director, effective from 7 May.

The move comes as current MD Sam Mitchell takes up the same role for the Savoury Pastry category of Ginsters’ owner Samworth Brothers.

Hildon is stepping into the leadership position after serving four years as chief executive of Langmead Herbs, a Chichester-based fresh and cut herb supplier of the foodservice sector.

She was said to have almost doubled the value of Langmead during her time there, growing it from a £13m to a £24m business through a combination of winning new retailer contracts and improving operational efficiencies.

Hildon has 25-year career spanning commercial roles at the likes of Johnson & Johnson and G Plan Upholstery Ltd, building a strong foundation in brand marketing, brand strategy and sales skills.

“It’s a phenomenal brand with a rich history”

Ginsters said Hildon brings with her a passion and energy for driving the vision of the business, for product innovation and for building strong customer relationships. ‘Stephanie is enthusiastic about working with the team at Ginsters to continue to accelerate the brand’s growth,’ it added.

Ginsters was founded by Geoffrey Ginster in Cornwall in 1967, and has grown to bake millions of savoury pastries in its Callington bakery every week. The company claims to contribute around £43m per year to the UK economy with sales of its range of pasties, slices, bakes, and sausage rolls, which had a packaging revamp last August.

Hildon said she was thrilled to be taking on the MD role at Ginsters. “It’s a phenomenal brand with a rich history and a firmly established position as category leader,” she commented. “Recent work from the brand has been incredible and has delivered real cut through and I can’t wait to join the team and be part of the brand’s continuing success.”

Mitchell called it an “absolute privilege” to have lead Ginsters for the past three years. “I am delighted I will still be working with the Ginsters brand in my new role at Samworth Brothers and am confident that Stephanie will do a brilliant job as MD. I wish Stephanie huge success in her new role, and look forward to working together in an exciting new chapter for Ginsters,” he said.

Just a couple of weeks back, Samworth Brothers extended its portfolio with the acquisition of The Real Wrap Co. The Bristol-based premium food-to-go supplier joins other bakery brands including Ginsters, Urban Eat, West Cornwall Pastry Co, Dickinson & Morris, Soreen, The Cornwall Bakery, and Walkers.