Category Director

All About Sam

Hi there! I’m All About Food’s Category Director and I’ve been a Foodie for 8 years. I began my Foodie journey a week after handing in my Masters dissertation, and haven’t looked back since! I sit within the Marketing and Sales team and, with the support of our Category Analyst – Dale, am responsible for keeping category and the consumer at the heart of everything we do.


I joined All About Food fresh from university: I studied Economics and Politics at Manchester and then continued on for an MSc in Social Research Methods and Statistics. During my studies indulged my creative side by running a cupcake and wedding cake business, and entered into the glamourous world of proofreading with another hobby-turned-business.

Whilst at All About Food I’ve had some great opportunities. I’ve worked with all of our excellent brands, and with all of our retail partners. I also had the opportunity to spend time on secondment with our Nando’s Grocery partners in Australia, helping build category management into their business


I’m a hard worker and I’m passionate. I love that no two days are ever the same in my job, and relish the many new challenges and opportunities that come my way. I’m also a very enthusiastic (though wildly terrible) karaoke singer.

Proudest moments

Being a member of the AAF team affords you lots of opportunities for proud moments. The first came early on when I baked 288 cupcakes in a night and sold them to my wonderfully supportive team, together raising £2000 for Children in Need. Since then, I can’t count the number of bake sales, coffee mornings, charity challenges, and creative things we’ve done to support our community. Most recently, over-hauling and re-decorating the bedrooms at The Birchwood Centre in Skelmersdale (a local charity housing homeless 16-25 year-olds) was an incredibly proud and humbling experience for us all.

Believes in

I believe that by having compassion and empathy for one another, we can create a society that is better for all of us. I also believe in trying your hardest and always being inquisitive.


Politics and feminism are two of my big passions. I’m an active campaigner, and am proud to be standing for local Council elections in 2018.  In addition to enjoying a good debate, I absolutely love food, being creative, and celebrating with friends and family.

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

T:01695 556 427