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Richard Cheshire

CEO, Krispy Kreme UK & IRE

Simon has had a significant impact on Krispy Kreme over the last 8 years. Whether it be developing conceptual ideas, establishing strategy or strategic approaches through to implementation of projects.

Andy Rose

Owner, Snow Camps Europe

Simon has always been passionate about his people and with the excellent service that he and his teams strive to deliver he is a natural motivator and creative thinker.

Ian Brocklehurst

Former Catering Senior Brand Manager, Welcome Break Group

I worked with Fudami (Simon) during my time with Welcome Break and more recently at TSC Foods where we worked on various projects together. Simon can always be relied upon to think outside of the box and create some great conceptual ideas, however the key element is understanding the market and what can be delivered operationally therefore adding credibility to proposals and implementation. Above all Simon is a thoroughly nice chap and a committed food professional with excellent insights in the industry.

Eddie O'Connor

Director, PSS

I’ve known Simon for 8 years, originally being introduced through Krispy Kreme in my role as outsourced purchasing director. During that time I’ve known Simon to build several very successful business streams for Krispy Kreme and establish a long tail supplier consolidation service that saves them both time and money.

I never hesitate to recommend Simon and his team to other food businesses as I know I can recommend him with confidence at that he’ll always add value. Feel free to drop me an email if you’d like an independent testimonial.

Gary Wilmot

Sales Controller, National Development, Lakeland Dairies

I have worked with Simon for 12 years across marketing and development with some of the major food service and retail operators. He is extremely knowledgeable and experienced within the industry. Simon is able to deliver full business projects and strategy. This is coupled with proven enhanced profitability across marketing, promotions and menu development. I would have no hesitation in recommending Simon to key operators and manufacturers.

Emma Colquhoun

Chief Marketing Officer, Krispy Kreme UK & IRE

I hope you realise what an awesome job you have done to go from 0 dark stores to 43 dark stores in only 6 weeks and over half of these didn’t exist before. Not only are you delivering amazing topline growth but also converting amazingly at 55% EBITDA. Its such an awesome achievement so wanted to take a moment to recognise the amazing results achieved!

Emily Brocklehurst

Senior Account Manager, KK Foods

Simon is always a pleasure to deal with, and has a strong working knowledge of the food industry. He always delivered excellent projects that were detailed and on point. He is well known in the sector with colleagues and customers alike who value his strong work ethic. I would recommend him in a heartbeat and look forward to working with him again in the future.


Rachel Rider

Senior Account Manager, Deliveroo

I work within the on-demand food delivery sector, working closely with Simon as part of a strategic partnership. Simon is hugely passionate about customer experience and the brand he represents, and he is knowledgeable about the opportunity in food delivery and how to maximise it. He is always open with offering his ideas and expertise which makes him a great partner to work with. I am excited to keep driving the momentum forward together and seeing the successful growth continue.

Gary Haslam

MD Cup Pro Ltd and American Foods UK Ltd, Account Director R Howard Packaging

I’ve worked with Simon and his team on many projects over the past 10 years and we currently collaborate on several business supply projects. Like myself, Simon and his team can always be relied on to deliver, usually beyond expectations, with an open and honest approach, always seeking to create benefit for his customers, which has developed into many long term business partnerships. I highly recommend Simon for creating new business and his wealth of food service expertise. I’m delighted to say that all our clients would highly recommend the work we’ve done together.

Jack Dickinson

National Account Manager, Krispy Kreme UK & IRE

I would highly recommend the Fudami business. I worked with Simon for his first class strategic planning and support. With combined synergy we took a project from seed a vision at Krispy Kreme, and transferred it into a 7 figure, highly profitable revenue channel in Universities which bridged multiple partnerships and growth pivots at pace over an 18 month roadmap, with a tested blueprint for success. Fudami remains my first port of call for any new projects.

Alison Reeves

Co-Founder, Weave Marketing

I worked with Simon during my time at Krispy Kreme on launching Click & Collect, and transforming their website capability. Simon has an incredible work ethic, and drive to get things done.

He led the project with passion and energy – naturally leading the team, communicating and getting buy-in from internal stakeholders, supporting from planning to execution. A creative problem solver, Simon helped Krispy Kreme to deliver what is now a huge revenue channel for the business.

In my experience he always over-delivers and is driven by a passion to make things better.

Ali Fielder

Owner, Bongo Creative

I worked with Simon as an extension of his team on the Tesco Café re-brand and their Wyevale Garden Centres client.

Although my role as Graphic Designer was focused on this area, I naturally learnt from Simons’ extensive knowledge of the catering industry. He used this experience to enhance and improve customer journey introducing new ideas and direction.

A complete joy to work with Simon was forward thinking and focused on the job in hand. He was completely driven to achieve the very best result.

Gary Emery

Foodservice Sales Director - Moguntia

Simon is one of the most creative people I know. Having worked with him for many years in Foodservice he has helped create profitable outcomes, cement true partnerships & given clear direction & purpose to both our business and that of our customers. Simon has a deep understanding of both Foodservice & Retail sectors along with a strong network of contacts built up over many years. I would have no hesitation on recommending Simon & Fudami to any business wanting to get ahead of the market & have fun in the process!


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Fudami Ltd

51, Catisfield Lane, Fareham. PO15 5NT

Company Number: 05793921 | Registered in England and Wales

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