National Account Manager – Foodservice, Bidfood and Brakes

Help build one of the UK's most exciting challenger brands!

Role: National Account Manager – Foodservice, Bidfood and Brakes

Location: HQ is Bristol, BS30 6EE. Primarily office based with some hybrid working flexibility

Salary: £35k- £45k depending on experience, plus 20% performance related bonus, private healthcare and EMI share options

Reports to: Sales Director

About TrueStart Coffee

TrueStart Coffee is one of the UK's fastest-growing consumer brands. We make delicious, feel good coffee that makes people feel amazing!

Our award-winning products are available in over 4,000 retail distribution points across the UK and enjoyed by customers across grocery, out of home, foodservice, wholesale and Ecommerce.

We're a small team with big energy: passionate, purpose-driven and focused on building a positive, values-led business and highly ambitious category-leading brand.

In 2026, TrueStart was ranked number 13 in the FEBE Growth 100, recognising the UK's fastest-growing founder-led businesses across all sectors.

The Opportunity

TrueStart is on a mission to become the UK's favourite coffee brand, and we're growing FAST! We're bringing our delicious, feel good coffee to more people, in more places, every day. And we're looking for someone brilliant to help us accelerate that growth. We're looking for a Foodservice pro to take ownership of our relationships with two of the UK’s biggest Foodservice wholesalers, Bidfood and Brakes, and help us go big! You'll work closely with the founders and the whole team in a fast-growing, founder-led business backed by JamJar Investments. Your ideas will make a real difference here.

One day you'll be nailing a tender, the next you'll be talking flavour with a culinary team. If that gets you buzzing, read on.

What You'll Own

• The big ones: take full ownership of our Bidfood and Brakes accounts, two of the UK’s leading Foodservice wholesalers. You'll become everyone's favourite person to work with, from buying teams to sales teams to operators.
• Growth, growth, growth: Drive ambitious growth through our wholesale partners, winning new customers, building demand and making sure it flies once it's there.
• The next big thing: use your channel know-how to spot new opportunities and turn them into long-term, profitable customer relationships.
• Winning hearts and minds: Get TrueStart front of mind with wholesale sales teams, building the relationships, knowledge and excitement that make them brilliant advocates for our brand. Build strong relationships with decision makers at every level, from procurement to operations to the chefs in the kitchen.
• Brilliant execution: join forces with marketing, category, supply chain and NPD to bring brilliant coffee propositions to market.
• What happens next: help shape the future of our Foodservice channel. This is your chance to leave your mark.

About You

You bring:

• Foodservice sales experience selling into Bidfood and/or Brakes, ideally in FMCG food or drink. You know how these wholesalers, their operators and the wider channel tick.
• Serious selling, influencing and negotiation skills, and the credibility to back them up at every level.A real love of coffee and a natural ability to get other people just as excited about it as you are.
• Ideally, experience with branded food or drink and with more complex sales, including tenders, contracts and equipment.
• A track record of growing Foodservice accounts, winning new business and turning new customers into loyal, repeat buyers.
• Strong commercial judgement and the ability to turn ambitious account plans into real, profitable sales growth.

You're a relationship builder with a commercial edge, happy closing a contract in the morning and talking flat whites with an operator in the afternoon. You love a fast pace, get a buzz from a big win, and want to help build something special.