‘This year will be challenging – but rewarding too’
Christopher McCuin, event director of Pro2Pac and IFE, is hungry for success – and a solution to food wastage
Describe yourself in three words
Tenacious. Positive. Loyal.
What’s your biggest professional achievement?
Successfully rebranding, refreshing and cementing our biggest trade event, IFE, back into the minds of the international food and drink community. Through contacts, hard work and a lot of help from this wonderful industry, I have fought to bring IFE back to the international standing it once had.
How did you get to where you are today?
I launched an event company at university to run graduate recruitment fairs (mostly to pay off student debts) and loved every part of it. After paying off those debts and working in conferences for 2½ years, I travelled the world for a year. I returned to join my two great passions, Asia and exhibitions, 12 years later. Here I am.
What are your pet hates?
I have two. Firstly, Negative people. Be positive – I believe you can achieve anything you put your mind to. I also hate global food waste. With such advanced technology and logistics available, it still amazes me that we throw good food away while so many go hungry.
Give us a positive prediction for the food industry over the next 12 months
The industry is being forced to become more accountable across the board. Over the next 12 months I predict we’ll see a number of changes, from the restriction of in-store promotions, new labelling clarifications and regulations, and stricter health and safety criteria, to a greater emphasis on sustainability and waste reduction. This year will undoubtedly be a challenging one for the food industry but it will also be a rewarding one, making everything more transparent.
What do you consider to be the most important attributes for a leader?
Listening to others and understanding how they view certain problems and situations; believing nothing is impossible and taking risks; getting through the highs and lows with a smile and remembering that, whatever happens, the show must go on.
Who do you most admire?
My inspirational grandfather: ‘Business – necessary, family – essential’.
Which people /organisations or companies are the ones to watch right now?
I wouldn’t want to single anyone out but I think it’s safe to say we’ll all be keeping a close eye on the retailers. The Christmas period demonstrated the increasing polarisation between luxury retailers such as Waitrose and discounters such as Aldi and Lidl, with both sides performing well. As own label products become increasingly popular it will be interesting to see what happens next.
Which word or words do you most overuse?
Yes. No worries. I’ll do it.
If you weren’t event director for Pro2Pac, what else might you be doing?
I would be doing something entrepreneurial with the aim of giving me more time with my children, while still continually challenging myself and those around me.
Tell us something about yourself that few people know
I once completely refitted a house. I was asked by the owner: ‘Have you ever done anything like this before?’ I answered: ‘Of course,’ and raced to the shops to get as many house-build ‘how to’ books as I could. Four months later it was complete and the value had risen by 35 per cent.
Any vices?
None whatsoever.
What single thing would most improve the quality of your life?
Having an 10 extra hours in a day.
How do you relax?
Cycling, music, reading the Sunday papers, spending time with friends, and doing absolutely anything with my wife and two wonderful children.
How would you like to be remembered?
Fun and successful. I want my friends and family to always be able to say,
‘Chris would’ve done that’ whatever it is.
