The Compleat Food Group strengthens leadership team with two senior appointments

We are pleased to announce two senior appointments to strengthen our leadership team, with Steve Challouma joining as our first Chief Growth Officer and Jo Smith as Chief Product Officer.

Steve Challouma will be responsible for driving our category-led growth agenda to deliver long-term value for customers by bringing together group strategy and execution, category vision, and consumer insights.

Most recently, he served as Chief Marketing Officer at Nomad Foods, where he was responsible for commercial strategy and category performance, alongside leading well-known brands including Birds Eye, Goodfella’s, Aunt Bessie’s and Findus.

Working across 22 international markets, Steve played a key role in developing a unified commercial approach to support customer value and growth across the portfolio. Prior to this, he was General Manager of Birds Eye UK and Ireland, leading the business through a period of significant transformation and growth.

Joining the Group as Chief Product Officer, Jo Smith will lead product development and innovation.

Jo joins from Hilton Foods Group, where she was NPD and Innovation Director. She brings extensive experience across chilled private label food manufacturing, alongside a strong track record of building customer partnerships and category development. Previously, she led product development for Greencore’s Food to Go business.

The appointments come at a significant point in our growth journey. Since formation in 2021, we have grown into one of the UK’s leading food manufacturers, employing more than 6,800 colleagues across 20 sites, generating annual revenues of almost £1.5bn and earning recognition as a Star Performer in The Grocer’s Top 150 Suppliers 2025.

On his appointment, Steve Challouma said: “What immediately attracted me to The Compleat Food Group was the breadth of its portfolio and the strength of its category positions. From plant-based foods and Mediterranean-Deli products to savoury pastry, dips, soups and sauces, the business has built an impressive combination of category-leading own label capabilities and leading brands. I’m excited to build on that momentum and help shape the next phase of the Group’s journey.”

Jo Smith added: “The Compleat Food Group has established a strong reputation for quality, innovation and customer partnership across a diverse range of categories. I’m looking forward to joining at such an important stage and working with teams across the business to continue developing outstanding products that deliver for customers and consumers.”

Nick Reade, UK Managing Director at The Compleat Food Group, said: “We’re delighted to welcome Steve and Jo to The Compleat Food Group. Both bring outstanding experience from leading food businesses and a proven track record of building strong customer partnerships, delivering growth, and developing high-performing teams.

“Steve brings great experience and a proven track record in creating value for customers and engaging consumers, which combined with Jo’s deep experience in innovation and product leadership, will be invaluable as we continue to strengthen our offering and deliver long-term growth. Together, they significantly strengthen our leadership team and will play a key role in helping us deliver our ambitions for the future and continuing our mission to create Food to Feel Good.”

Steve has now joined the business, with Jo set to start later this month.