General Manager

Premium Farm-to-Fork Food Business | Herefordshire Excellent salary plus bonus – Hybrid working with national travel We are recruiting a General Manager to lead a well-established, premium farm-to-fork food business supplying some of the UK’s most discerning customers, including high-end hospitality and chef-led markets. This is a senior leadership role with full responsibility for commercial performance, operational delivery, and brand reputation. Reporting to ownership and the Board, the successful candidate will have genuine autonomy and accountability to shape the future growth of the business. The Role This position blends commercial leadership with hands-on operational oversight across the entire value chain – from livestock production and traditional butchery through to logistics, customer relationships, and market development. The core objective is to drive sustainable growth while protecting the uncompromising quality, provenance, and craftsmanship that underpin the brand. Key Responsibilities Commercial Leadership Develop and execute a sales-led commercial strategy Grow revenues across direct-to-consumer, wholesale, and premium hospitality channels Act as a credible brand ambassador with chefs, customers, and trade partners Own and elevate the customer experience end to end Operations & Production Oversee end-to-end production of premium traditional-breed meats Lead butchery and maturation processes using traditional methods Ensure efficient, compliant distribution to a national customer base Maintain robust systems for traceability, quality control, and consistency People & Organisation Lead and develop teams across sales, butchery, and on-farm operations Set clear objectives, performance standards, and development pathways Foster a culture of craftsmanship, accountability, and continuous improvement Work collaboratively with a wider parent group to align standards and resources Governance & Compliance Ensure full compliance with food safety, animal welfare, and agricultural legislation Maintain assurance standards including Red Tractor Provide clear reporting and insight to ownership and the Board The Person You will be a commercially astute, credible leader with experience operating at senior level within premium food, agriculture, or specialist produce businesses. You are likely to bring: Proven success in sales-led growth and customer relationship management Strong understanding of premium food production and supply chains The ability to operate strategically while remaining operationally hands-on Gravitas to act as the public face of a heritage-led brand A values-driven approach, with quality and provenance at the core of everything you do