Vibrant Foods is one of Europe's largest South Asian food groups, bringing together a portfolio of well-established heritage brands, including East End, TRS, Fudco, Cofresh, and Everest. Headquartered in Watford, with three manufacturing facilities across the Midlands, the company is dedicated to creating authentic, flavour-led food experiences that celebrate South Asian heritage while meeting the growing demand for plant-based and vegetarian products.
The business combines a rich cultural legacy with a modern, growth-focused approach, supplying both retail and foodservice markets across the UK and internationally. Its purpose is to create adventures in flavour that bring people together by connecting consumers with foods rooted in taste, heritage, and culture.
At the heart of Vibrant Foods is a people-focused culture underpinned by five core values: Swift, Passionate, Inclusive, Collaborative, and Empowered. Employees are encouraged to share ideas, work collaboratively to solve challenges, and take ownership of their work. This creates an agile, supportive environment where innovation, continuous improvement, and personal development are actively encouraged.
Working pattern: Office-based, Monday to Friday
Reporting to: Inside Sales Team Leader
Role Purpose
To build trusted customer relationships and profitable growth through inbound support, proactive outbound calling and disciplined follow-up. The role understands customer needs, promotes our portfolio and converts opportunities across existing, lapsed and prospective accounts.
Key Responsibilities
- Deliver sales and margin targets through structured outbound calling, inbound opportunities and consistent follow-up.
- Build customer relationships and grow order frequency, value and product penetration across existing accounts.
- Reconnect with lapsed customers, resolve barriers and secure sustainable reactivation and repeat business.
- Prospect and qualify new customers, engage decision-makers and progress opportunities through the sales process.
- Use additional language skills and portfolio knowledge to conduct clear, inclusive sales conversations.
- Provide excellent service, resolve queries and escalte complex pricing, credit or account matters.
- Maintain accurate CRM records for calls, opportunities, orders, outcomes, customer information and follow-up dates.
- Plan account and campaign activity, review performance data and act on growth opportunities or retention risks.
- Support launches and promotions, provide forecasts and share customer, market and competitor insight.
Person Specification
- Sales, account-management or similar experience, working towards targets in a fast-paced environment.
- Fluency in English and at least one of the following additional languages relevant to the customer base - Hindi, Punjabi or Gujarati
- Confident communication, with the ability to engage and influence decision-makers by telephone.
- Strong relationship-building and customer-service skills, including objection handling and follow-up.
- Excellent organisation and time management across multiple accounts and priorities.
- Analytical problem-solving, resilience, self-motivation and a results-focused approach.
- Accurate CRM administration and proficiency in Microsoft Excel, Word, Outlook and PowerPoint.
- Experience within ethnic food or serving culturally diverse retail, wholesale or foodservice customers.
- Experience using CRM, dialler, call-recording or sales-reporting systems.
- Knowledge of FMCG, food, wholesale, independent retail or branded consumer goods.
Benefits Full of Flavour
At Vibrant Foods, we believe great benefits are an essential ingredient in a rewarding career. Here's a taste of what you can enjoy:
- 33 days' annual leave - Plenty of time to relax, recharge and enjoy life outside work.
- Pension contributions matched up to 5% - Contribute 5% and we'll match it - giving you a total pension contribution of 10%.
- Volunteering days - Take time away from your usual role to support the causes and communities that matter to you.
- Free on-site parking - Making your daily journey a little easier.
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Sales Executive in West Bromwich employer: Vibrant Foods Limited
Vibrant Foods is an exceptional employer, offering a dynamic work culture in Birmingham that prioritises safety and reliability in the food industry. Employees benefit from comprehensive training and development opportunities, fostering personal and professional growth while working alongside a dedicated team committed to continuous improvement and product quality.
