CEO MONTHLY / ISSUE 10 2023 10 irst, they drive a brand with a genuine difference and a meaningful mission in a space where too often brand differences are most easily discerned by packaging colours and brand ambassadors, rather than a genuine difference in products or ethos. “The mission has always been at the heart of everything we do,” Erica explains. “We’ve fought daily to ensure natural always means natural in 33Fuel products, to do everything we can to deliver the performance and enjoyment people need while delivering the health benefits that come from the best natural ingredients. I mean, why use chocolate flavouring with no nutrients when you can use organic raw cacao? It tastes way better and is packed with amazing nutrients!” The pair have also always made sure that despite fast growth, with sales having tripled again in the last 12 months alone, the business keeps its sustainability game as strong as its product game, making 33Fuel the leading UK sports nutrition brand for sustainability. 33Fuel CEO Pairing Win Most Influential Sports Nutrition CEO 2023 In the ultra-competitive UK sports nutrition market – a £100 millionplus sector already forecast to double in the coming years – no region is harder fought than the South East where most of the biggest players are based. Lucozade, Red Bull, and Clif are all here, to name just a few, so picking the winner for Most Influential Sports Nutrition CEO in 2023 wasn’t easy. However, when the dust had settled, joint CEOs Erica and Warren Pole at 33Fuel were clear winners. “It’s a key pillar in our Fuelosophy, our business philosophy,” says Warren. “We were the first sports nutrition brand to go without single-use plastic scoops in powdered products and use tablespoon measurements instead. A tiny thing, but it removes millions of single use plastic scoops at source. We’ve pioneered fully recyclable packaging across the range – a step no one else in our space has managed yet – plus carbon-neutral delivery, reforestation and, of course, our entirely plant-based formulas”. The Poles run a tight, lean ship at 33Fuel but it’s their ability to focus and maximise the business’ resources to deliver results even greater than the sum of their parts – their sales growth and myriad product awards alone are great testament to this – that most impressed our panel. Today’s successful CEOs must lead on culture, brand, and product, but they must also lead a team that delivers business growth, sales, and profit, which is exactly what the Poles are doing. Aug23565 F Company: 33Fuel Natural Sports Nutrition Contact: Erica and Warren Pole Email: [email protected] Website: www.33fuel.com
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