Senior Category Manager

All About Asa

Hi, I’m Asa and I’ll be joining All About Food as a Senior Category Manager in the summer.

I’m a proud Stokie (from Stoke-On-Trent, somebody has to be…) and love all types of music, dogs and most of all food! My love of food began when I started working in a restaurant kitchen at 13 so I’m incredibly glad that my career has brought me an opportunity to work with some of the nation’s favourite restaurant brands.


I graduated from Lancaster University in 2015 with a 1st Class Degree in BBA Management, a degree which allowed me to both study in Canada as well as gain experience on an industrial placement.

Following graduation, I returned to the company I worked at on placement, an automatic barrier & traffic light company, for a year before deciding that the glamourous and dynamic world of automated safety equipment wasn’t exactly my calling, so I moved into the FMCG sector, starting on the Johnson & Johnson graduate scheme.

At J&J I moved through the graduate scheme, first as a Pharmacy Field Sales Manager before moving into successive roles within the Category team, where I was responsible for brands such as Johnson’s Baby, Calpol & Listerine in retailers across a wide variety of channels.

Just over 2 years later and I’m now ready to make the return home to my beloved North and excited for the opportunities that working at AAF will bring!


I’m incredibly curious and I love learning about new things (I love a documentary).

Believes in:

Community, empathy, equality, meritocracy but most of all kindness.


When I’m not at work I love spending time going out with family and friends, to gigs or comedy nights as well as walking my family dog, Samson. I’m also a big fan of combat sports (MMA & Boxing) so I train regularly as well as officiating fights as an MMA judge on the weekends. On top of this I also begrudgingly support Port Vale, a lower league “football” team (although there’s rarely much football being played unfortunately!).

All About Food Ltd, The Tree House, Maple Court, White Moss Business Park, Skelmersdale, WN8 9TG.

T:01695 556 427