SEPHRA EUROPE APPOINTS NEW SALES DIRECTOR

Having excelled in Sales & Business development, Callum Bond enjoys a well-earned promotion

Leading foodservice business, Sephra Europe, which specialises in the dessert sector, has announced that it’s made a key promotion as the business looks to capitalise on its strong performances over the past two years.

Formerly Sales & Business Development Manager, Callum Bond, becomes Sales Director of the business which has its European Headquarters in Kirkcaldy, together with a US division, based in Pennsylvania.

Joining Sephra eleven years ago, Callum, who lives Fife, was originally brought in to project manage a new opportunity with the launch of Sephra Popcorn, the retail popcorn division at Sephra. With his leadership, Sephra Popcorn has become the UK’s favourite tubbed popcorn, growing in terms of stockists, and flavours.

Callum and his team have now initiated the brand’s move into bagged popcorn, with 100g and 70g bags, available in three flavours, and fully HFSS compliant, introduced to the market. As well as penetrating new markets and sectors with Sephra Popcorn, Callum has been leading the full sales & business development department, a role which sees him manage relationships directly with key customers and oversee commercial agreements with Sephra’s wide range of distribution partners, in both the foodservice & retail sectors.

Internally, he is also responsible for supporting the wider sales team to achieve growth across all channels, in the UK and abroad. The team currently includes 11 members directly covering UK sales, export sales and customer service.

“I am thrilled with this promotion,” said Callum. “It’s the culmination of eleven years of hard work and commitment. Having grown in confidence over the years, I have continued learning and refining my range of skills over this time. To know that this has proved valuable to the business, and the team, is good news. I am very pleased indeed to be recognised.” Callum continued by saying that growing Sephra Popcorn’s customer base since the early days, together with securing the supply chain which had helped make this range such a success, had been “an absolute privilege”

“It has been fantastic to see Sephra grow and prosper into an established retail range, alongside the ongoing development of our core foodservice business,” he said. “We have built a brand that is recognised & trusted both in the UK, and globally.”

Calling his move into the Sales Director role “energising”, Callum referenced the fact that Sephra has doubled in size over the last two years in what remains an extremely challenging market. “We have had huge challenges to overcome, from the effective shutdown of the UK foodservice sector in 2020 / 21, followed by the market shocks on raw ingredients and energy costs following the Russian invasion of Ukraine, and more recently, the well reported spike in the cocoa market that saw costs soar,” he said.

“We’ve skilfully managed our way through all of this as a team, focusing on ensuring customers remained at the heart of what we do, and continuing to gain market share throughout, which is a real achievement.” Callum finished by saying that he would also be “ensuring all recent growth continues to be sustainable and becomes a further springboard.” “I will manage key customer relationships and commercial agreements, while maintaining the ethos that the company was built on, creating solutions not barriers.”

Commenting on Callum’s promotion, Managing Director and Company Founder, David Archer, said: “Callum is an extremely valued member of staff, who has proved his worth in the firm with his enthusiasm, willingness to learn, and ability to lead and motivate a team. Promoting him to Sales Directo is a natural fit and a real testament to his personal development over the past few years.”

Sephra is a truly international brand, employing thirty-five people in the UK, and four in the USA, with group turnover in 2025 exceeding £20m, distributing products to both B2C and B2B customers in over seventy countries.

For more information about Sephra, please visit https://www.sephra.com.