Interview  •  Members

Five questions with Blerina Essen, Deputy Managing Director, Norac Foods UK

Since joining Norac Foods UK, Blerina Essen has played a pivotal role in overseeing operations, finance, legal, and HR. Recently promoted to Deputy Managing Director, she is the first leader within the Norac Group to achieve this position in under a year—a reflection of her strategic expertise and leadership. In this interview, Blerina shares insights into her career journey, the role of teamwork in driving Norac Foods UK’s success, and the challenges and opportunities in the UK’s evolving snacking market.

Blerina, could you tell us more about your journey to becoming Deputy Managing Director? What key experiences shaped your path?

My journey to becoming the Deputy Managing Director has been shaped by a blend of diverse experiences in finance, strategic planning, and operational leadership. Starting my career in finance allowed me to develop a strong foundation in financial analysis, budgeting, and risk management. Over the years, I took on roles that challenged me to think beyond numbers, delving into strategy, operations, supply chain management, and cross-functional leadership. Key experiences, such as leading major transformation projects, overseeing international expansions, and managing diverse teams, have honed my ability to drive the company strategy, growth and operational efficiency. My commitment to continuous learning and adaptability has been instrumental in navigating complex business environments and achieving this leadership role like many other ones I held prior to joining Norac Foods UK. I am proud to be the first of any Managing Directors at Norac Group to be promoted to this role in less than a year of working at the company, a testament to my dedication and impact.

Teamwork seems to play a crucial role in Norac UK’s growth. How is the team involved in driving the company’s development?

At Norac Foods UK, teamwork is the cornerstone of our success. Our growth is fuelled by a collaborative culture where diverse perspectives are valued, and every team member contributes to our strategic objectives. Cross-functional teams work closely to innovate, streamline operations, and respond swiftly to market changes. We encourage open communication, knowledge sharing, and continuous feedback, which fosters a sense of ownership and accountability. By aligning individual goals with the company's vision, we ensure that every team member is engaged and motivated to drive Norac Foods UK's development forward.

Since 2015, how has the Group’s expansion in the UK—known for its snacking culture—unfolded? How does this market fit into Norac’s global strategy?

Since 2015, Norac Group's expansion in the UK has been strategic and dynamic, capitalising on the country's vibrant snacking culture. We've focused on understanding local consumer preferences, investing in product innovation, and building strong relationships with key retailers and distributors. The UK market plays a pivotal role in our global strategy as it offers insights into evolving snacking trends and consumer behaviours. This knowledge not only drives our product development but also influences our strategies in other international markets. Our growth in the UK has reinforced Norac's position as a global leader in the snacking industry.

The snacking industry in the UK is constantly evolving. What are the key challenges and opportunities in the market today?

The UK snacking industry presents both challenges and opportunities. Key challenges include intense competition, shifting consumer preferences towards healthier options, and regulatory pressures related to nutrition and sustainability. Additionally, supply chain disruptions and fluctuating raw material costs pose operational hurdles.

However, these challenges also create opportunities. There's a growing demand for innovative, health-conscious snacks, providing space for brands that prioritise quality ingredients and sustainability. The rise of digital marketing and e-commerce offers new channels to reach consumers directly. Companies that can adapt quickly, embrace innovation, and maintain a strong focus on sustainability are well-positioned to thrive in this dynamic market.

What are Norac UK’s key objectives for the coming years?

Norac UK's key objectives for the coming years focus on sustainable growth, innovation, and market leadership. We aim to expand our product portfolio with a strong emphasis on health-conscious and environmentally friendly options. Strengthening our presence in both retail and food service channels is a priority, along with enhancing operational efficiencies to support scalable growth.

We are also committed to fostering a culture of continuous improvement and investing in our people to build a resilient, agile organisation. Sustainability remains at the forefront of our strategy, driving initiatives that reduce our environmental footprint and support community well-being. Through these objectives, we aspire to solidify Norac UK's position as a leader in the snacking industry.

Norac Foods Uk are a major supplier in the Uk Bakery category, supplying Brioche, Viennoiserie, Crepes & Cakes in the Uk. Working with the majority of the grocery retailers, convenience retailers and wholesalers in the UK, they operate from 2 offices in the Uk; London & Northampton. The company belongs to the Norac Foods Group and began trading in 2015 with a staff of 3. At the end of 2022 they now have 25 members of staff. Norac Foods UK have enjoyed a strong growth over the last 5 years and are a driving force within the categories they operate in. The company has a young and dynamic workforce, with a combination of staff from the UK and across Europe.