Our 2027 ambassadors bring together voices from across the hospitality industry, sharing their expertise and insights to help shape and enhance the show, ensuring it continues to inspire buyers and deliver an experience that exceeds expectations.
Mex Ibrahim is a gender equality advocate and co-founder of Women in the Food Industry, a non-profit social enterprise advancing inclusion, leadership, and empowerment across the sector. With expertise in sustainability, entrepreneurship, and ethical eating, she is a trustee of the charity School Food Matters, a member of The Guild of Food Writers, and an advisory board member at New Food Magazine. She also runs a successful digital strategy business. She was named Diversity, Equity & Inclusion Champion at the 2025 Speciality & Fine Food Fair Awards and voted The Staff Canteen’s Hospitality Hero in 2025. Earlier in 2026 she won Women of The Year – Sales and Communications in the inaugural Women in Food & Drink Awards.
James Bielby has been Chief Executive of the Food & Drink Wholesale UK (FWD) the trade association for food and drink wholesalers serving retailers and out of home, for over 15 years. FWD represents the sector to government, suppliers, customers and the outside world, aiming to create favourable trading conditions for members by lobbying for policy change and defending against regulatory burdens. FWD also advises members on potential political opportunities, threats and requirements, works to create a safer trading environment and provides a meeting place for wholesalers and suppliers on non-compete issues. James is a member of the Food and Drink Sector Council, the National Retail Crime Steering Group, and is a school governor.
With a remarkable career spanning over 40 years in the food industry, Richard commenced his journey as an NPD food technologist, before moving into commercial roles across the international food ingredient and food manufacturing sectors. In the present day, Richard serves as BSI's Global Director for Food and Retail, driving and accelerating BSI's global food assurance efforts. His influence extends particularly over regions like the UK, Ireland, the Middle East, Africa, India, and Turkey, to redefine food safety and quality assurance. Richard's achievements go beyond his role, as he holds a patent in the realm of ice cream and has earned the prestigious titles of Fellow at the IFST and SOFHT. Furthermore, his status as a recognized authority in gene editing and modification for food and agricultural applications cements his legacy as an industry expert.
Amy Wilkinson is the founder of Fearless Foodies and host of The Fearless Foodie podcast, exploring leadership, culture and the realities of working life in the food industry. With over 25 years’ experience across food manufacturing, retail-facing roles, in commercial, marketing and innovation, Amy brings deep industry insight alongside a sharp understanding of people and behaviour. Amy works with food businesses to develop confident leaders, stronger teams and healthier workplace cultures, with a particular focus on inclusion, communication and sustainable performance. She is known for cutting through jargon and focusing on practical, human-led change that actually sticks. As a speaker and facilitator, Amy creates honest, engaging conversations that challenge thinking and leave audiences with clear, actionable takeaways.
Andy Richardson MBE has over 30 years’ experience in the food and drink sector across the supply chain, from farming to the feed sector and food manufacturing businesses. He has worked for commercial businesses in senior roles and now Chairs Frive (the Chef Prepared Ready meal company) and is a Partner at EFFP (the niche supply chain consultancy based in London). He was previously a member of the UK Food & Drink Sector Council for 8 years and Chair of the Food & Drink Board in Wales during the same period. He also represented the Food & Drink sector on the Strategic Trade Advisory Group under the Boris Johnson Government and was a member of the Food Chain Emergency Group during Covid and Ukraine Crisis. Andy has a passion for the food & drink sector and is involved in supporting many innovative start up companies across the UK and was awarded an MBE in the Kings 2025 Birthday Honours for services to the food and drink sector.
Dr. Paul Sheldrake FIFST is an experienced and passionate product development expert with a wealth of knowledge from over 30 years in the food manufacturing and ingredient supply industries. He has played a pivotal role in bringing cutting-edge products to the market by working closely with manufacturers and developers through utilising his in-depth knowledge of the diverse range of functional raw materials and ingredients across all major application areas. His profound, highly respected expertise makes him a key figure in driving excellence within the food industry. Paul’s passion for innovation, together with his hands-on technical knowhow and his ability to deep dive into the underlying science and functionality of raw materials, enables a systematic approach to problem solving and solution delivery in product and ingredient developments. He specialises in bridging the gap between concept ideas, product development, pilot plant trialling, commercial scaling up and production, which is combined with theoretical analysis to optimise solutions to customers’ challenges.
Karen Green is a former Tesco and Boots buyer, award-winning business consultant, keynote speaker and author. She works with food and drink businesses to drive profitable sales growth by winning, retaining and maximising UK retail listings. With over 30 years’ experience in the food and retail industry, Karen is the author of two bestselling books, Recipe for Success and Buyer-ology®, both shortlisted for the Business Book Awards. She is also Retail and Commercial Advisor to the Quality Food & Drink Awards and a volunteer business mentor.