Purple Basil is a strategic marketing consultancy, working with Food Manufacturers and Retailers.


Whether you're looking to develop new products, secure a new retailer listing, manage a joint business plan or resource a project or interim role, we will work with you to help you succeed.


Our deep understanding of the UK grocery retail environment gives us the skills and expertise to offer bespoke services to Manufacturers and Retailers to help to overcome business challenges and exploit sales opportunities. 


Our strength lies in our ability to partner with our customers and bring solutions specific to their needs. We design and deliver strategies and solutions that make lasting and meaningful impact and we are committed to delivering measurable results for our clients through executional excellence.


We are available for interim cover, short term assignments, consultancy and mentoring, delivering workshops and speaking at events and we have access to a wide number of specialists to support projects, as required.

"We translate our knowledge of the Retailers requirements into language and actions that a manufacturer can understand and deliver against, to drive their business forward"
Joanna Walker
Founder & Director


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Joanna Walker

Jo is a food retail expert with 20 years experience in Buying, Product Development, 

Marketing as well as National Account Management at companies including Marks and Spencer, Sainsbury’s, Netto and a private label Bakery manufacturer.  


Jo has managed food categories worth over £400m in sales turnover, developed numerous category plans and award winning private label products and led marketing strategies and research plans aimed at delivering profitable growth. 

Jo is experienced in mentoring start up food companies and providing strategic business planning support to more established food businesses. 


Jo has been the lead business mentor for the Irish Food Board's UK Market Entry Programme since January 2015 works with many start up businesses on accelerator programmes and is a Great Taste Award Judge!

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Jennifer Salamony Mazure

Jennifer has extensive insight into the product value chain, from procurement to in-store delivery.  With 12 years experience in the UK's largest supermarket chains Tesco and Sainsbury's, managing annual sales targets in excess of £500m Jennifer has a proven track record of analysing, improving and transforming the categories she is responsible for, whilst successfully managing stakeholder relationships.

Experienced in strategic negotiations and business planning, Jennifer has been successful in driving profitable sustainable growth with the worlds largest FMCG companies such as Kraft, Nestlé, Proctor & Gamble.


Her experience sourcing product has extended across developed and emerging markets, including Asia, Africa & China and across various FMCG categories including grocery, fresh foods and non foods.

Hayley Coleman

Our data guru Hayley has 15 years’ experience in retail within both the FMCG sector working for Anheuser Busch Inbev dealing with Beers, Wines, Spirits & Soft Drinks as well as in the Apparel sector at Gap inc. 

Extensive experience in a variety of functions, such as demand forecasting, supply chain, buying and merchandising, Hayley has an in depth understanding of

multi-channel trading across European markets.