top of page

"New impetus for growth" as Smales appoints new directors

Seafood wholesaler Smales has strengthened its senior management team with the appointment of two long-serving senior managers to its board of directors.

Richard Winter has been appointed as food service director and Bobby Joyce as the company’s sales and marketing director.

The two appointments are said to bring a new impetus for growth at Smales, which currently supplies sustainable seafood and catering products to around 25% of the UK’s fish and chip sector as well as the wider food service industry.

Richard Winter has worked for the Smales family for many years. His sales management, logistic and product category experience has been gained from various roles within the business that included depot manager and national account manager for the former distribution subsidiary.

Following a period of working in other areas of the industry, Richard returned to the business in 2010 to create the Smales Food Service Division. He has overseen the development of Smales' own label Blue Horizon brand as well as the successful achievement of BRC AA grade accreditation for its storage and distribution, and MSC chain of custody certification.

Bobby, meanwhile, joined Smales as a 21-year-old sales executive in 2002. Eight years later, he took on the additional role of purchasing manager for the company’s extensive range of catering products, a move which prompted sales growth of these items in all subsequent years.

Serving in his present role as national sales manager since 2015, Bobby has been heavily involved in establishing the company’s regional distribution centres, growing its fish and chip customer base as well as rebranding the company logo, website, vehicle liveries and product guides.

The announcement comes at a time when the fish and chip shop sector has shown considerable resilience, and Smales is confident both appointments will help grow and develop its already solid customer base in the fish and chip and food service sectors.

bottom of page