​From Retail to Ready Meals: How Jim Waller is Shaping Fenmark’s Future

Exploring career journeys, supply chain innovation, and healthy eating on the MorePeople Podcast

In this episode of The MorePeople Podcast, CEO Andrew Fitzmaurice sits down with Jim Waller, Managing Director of Fenmark, a family-owned prepared vegetable business supplying major UK supermarkets.

From a career spanning retail and manufacturing to pioneering innovation in healthy convenience foods, this wide-ranging conversation uncovers the evolution of the industry, long-term business strategy, and the importance of collaboration in a modern supply chain.

A Career Rooted in Retail

Jim’s journey began in retail, working part-time at Debenhams in Harrogate as a teenager. A degree in retail marketing from Manchester Polytechnic (which he humorously calls a “degree in shopping”) set the stage for over 20 years in major retailers, including Tesco, Safeway, and M&S.

“The biggest change for me has been moving from retail to the supply side. I now appreciate the challenges suppliers face in meeting customer needs in a way I couldn’t have understood from the shop floor.”

Transitioning to the supply side opened Jim’s eyes to the value of collaboration, long-term partnerships, and strategic investment, rather than short-term transactional relationships.

From Supply Chain Insight to Manufacturing Leadership

After gaining experience in retail and manufacturing with Samworth Brothers, Jim joined Fenmark around two and a half years ago. Fenmark specialises in prepared vegetables for retailers, and Jim quickly recognised opportunities to strengthen end-to-end supply chain integration.

“Being closer to the growing side of things allows us to innovate more effectively - from new potato varieties to raw vegetable meals that meet consumer needs.”

Recent investments have focused on automation, sourcing excellence, and in-house operations. Fenmark acquired Alfred G. Pierce, a grower of carrots, parsnips, and onions, to bring production closer to home and reduce reliance on external suppliers.

Innovation in Healthy Eating

One of Fenmark’s most exciting initiatives is the launch of its own brand, Vegetable, available in Tesco. These raw, veg-based meals include elements like gnocchi, rice, or grains, aiming to provide convenient, nutritious alternatives to traditional ready meals.

“We want to offer a product that’s better quality than what you typically find in the ready meals section, raw vegetables cooked just once, preserving taste and nutrients.”

By combining customer feedback from Fenmark’s hospitality operations and retail briefs, Jim and his team are creating products at the forefront of dietary trends, including healthy eating and nutrition-conscious lifestyles.

Lessons Learned: Collaboration and Understanding the Supply Chain

Jim reflects on one pivotal experience early in his career: a Supply Chain Strategy project at Safeway, which involved re-engineering the flow from suppliers’ factories to the store shelf.

“That project gave me the understanding I needed to build collaborative, long-term relationships with suppliers, which has shaped everything I’ve done since from M&S to Fenmark.”

He emphasises the importance of balancing relationships at every level: from boardroom negotiations with retailers to casual interactions with factory operatives.

Weather, Resilience & Industry Challenges

No conversation about agriculture or food production would be complete without the impact of weather. Jim acknowledges the extremes of recent seasons, including waterlogged fields and unusually dry periods, noting that resilience is key.

“The industry is full of tenacious, resilient people. Challenges have always been part of the job, and we adapt, innovate, and come out stronger.”

Final Thoughts: Strategy, Innovation & Long-Term Vision

Jim Waller’s story highlights the evolution from retail insight to supply-side leadership, demonstrating how long-term investment, integration, and innovation can shape a modern food business.
Fenmark’s approach combines strategic supply chain management, cutting-edge product development, and a focus on healthy, convenient meals all while keeping collaboration and people at the heart of the business.

“It’s a challenging industry, but with the right approach, you can build a business that’s resilient, innovative, and aligned with what consumers really want.”

To hear the full conversation, tune into the MorePeople Podcast and follow Fenmark’s journey as it continues to innovate in prepared vegetables and healthy meals.

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