From running retail to running marathons: Foodstuffs South Island’s Head of Category & Promotions, Justin Waddell shares his FMCG journey

Justin Waddell, Foodstuffs South Island’s Head of Category and Promotions

Starting his working life as a checkout operator at Pak’nSave Moorhouse in Christchurch at just 15 years of age, Foodstuffs South Island’s Head of Category and Promotions, Justin Waddell says that other than selling suits for several months early on in his career, his feet have been firmly planted in the supermarket and FMCG industry ever since. 

Throughout his 20+ year career, Justin has held several senior roles at Foodstuffs South Island including Retail Programme Manager and Group Manager for Pak’nSave before taking on his current role where he leads a team of more than 50 team members.

The Category and Promotions team is the main point of contact for suppliers and is responsible for gathering and analysing customer insights to drive results across the South Island’s Pak’nSave, New World and Four Square stores.  

It’s a role that Justin says is a huge privilege. 

“I love the fact that we’re a big part of Kiwis’ everyday lives, it’s a responsibility that I don’t take lightly,” he says.

That passion has led his team to deliver some exciting initiatives, such as the ticketed Everyday Low Price range across Pak’nSave, Four Square and New World stores and the Foodstuffs Emerging Supplier competition, as well as looking at new ways to meet changes in customer needs.

“Even if we look back just three years ago, one of the biggest trends was the premiumisation of products, so customers looking for premium versions of everyday products like milk and bread."

“We’ve seen a big change where customers have become far more price savvy. As a team, we’re focused on looking at different ways to save our customers money, whether that’s through targeted campaigns or working more closely with suppliers,” he says.

Justin, who jokingly calls himself a Cantabrian who lived in Auckland for 10 years, has been based in Christchurch for several years now with his wife who’s originally from the city too.

Relishing the opportunity to be back in the Garden City and close to both sides of their extended family, Justin has lately taken up running, going from a complete beginner to competing in over 20 half and full marathons in just four short years.

Justin competing in a marathon, one of 20 he’s competed in the last four years.

“Work life balance is important to me and something I’m big on encouraging within my team too, and exercise is good for the body and the mind.  

“I’ve done several New Zealand marathons and have my sights set on someday doing the New York or London marathon. Running is where I do my best thinking,” he says. 

Alongside a good healthy dose of exercise, Justin advocates for his team to always bring the best versions of themselves to the workplace.

“As well as just being as genuine as you can be, building on the teams’ strengths and self-reflection are both strong focuses of mine. It’s important to continually evaluate what you’ve done and how you can ‘improve the engine’.

While we always tend to want to move onto the next project, particularly working in a fast-paced environment like we do, understanding where we’ve been and what the future opportunities are, is something that’s always on my radar,” he says.