0330 165 4430



Category Director

All About Sam

Hi there! I’m Sam, All About Food’s Category Director.  I have the privilege of leading the AAF category team to partner with our fantastic brands and retailers as the voice of the category and the consumer.


I joined All About Food in 2011, shortly after completing a Masters in Social Research Methods and Statistics.  Since then I’ve seen the business go from strength to strength, delivering differentiation and growth with our partners.  I created our category function from the ground up, working with all of our brand partners, retailers and categories. During this journey we’ve grown into a broad-based category team which draws on a rich history of insight, knowledge and experience which sets our organisation apart.

During two secondments to our partner organisations in Australia and North America I’ve been able to share our category expertise and best practice in other markets.


I believe in the power of gratitude, empathy, and hard work.

Curiosity and humility are what set us apart.


Food has always played a huge role in how I experience and enjoy life- every great memory starts with what you were eating!

When I’m not cooking or eating (or planning what I’m going to eat next) I’m pursuing my passion for politics and feminism as an elected local Councillor.

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

T:01695 556 427   E:hello@allaboutfoodltd.com