Famous for beating Oatly in court last year, the family run farm has set its sights on building the British oat milk category with the appointments of Tony Holmes, Malcolm Plows and Jonathan McGowan.
Champions of British oat milk and cereals, Glebe Farm has made a hattrick of new appointments to capitalise on its cult status post Oatly-gate. The independent farm has plans to redefine the category and move it away from being dominated by imported milk alternatives with higher food miles.
Run by brother and sister duo, Philip and Rebecca Rayner, Glebe Farm is fast becoming a major player within the oat milk category. Since 2021 it has seen its sales increase significantly with listings, in Morrison’s and Holland and Barrett, of its PureOaty.
The new appointments are just the beginning of the company’s challenge to “big food” conglomerates, and sees Tony Holmes and Jonathan McGowan take up vital roles within the sales division, developing branded business for PureOaty, while Malcolm Plows joins as Non-Executive Director.
Holmes has had a revered career with many years of sales and marketing experience, working in senior roles at Bestway, Appletiser, Coca-Cola Enterprises. In addition, he played a key role in the launching ‘The Health Lottery’, a start-up which succeeded in challenging the ‘National Lottery’ establishment.
Tony Holmes commented, “There is something special about Glebe Farm, having come from some big conglomerates it’s great to be working for an independent business owned and run by local farmers, that has innovation at its heart. The brand has great British provenance, with a unique and real story to tell. If you look at the category there is a significant shortfall for consumers when it comes to buying British – I’m relishing the opportunity to change that working alongside Phil and Rebecca, who are so hands-on and a part of everything we do.”
Both Malcolm Plows and Jonathan McGowan bring huge experience having worked at The Coca Cola Company. Malcolm in numerous roles including Trading Director and Commercial Director and Jonathan, who worked his way through the ranks from Sales Representative to National Account Manager, as well as Senior Customer Manager, leading the team who managed the business with McDonald’s.
Glebe Farm Co-Owner Philip Rayner said, “Tony, Malcolm and Jonathan believe in what we are doing, and are joining a pivotal time for the company. The court case was a turning point for us as a family business and for British farming. It’s time for local produce and British farmers to challenge big food, especially when most of it is unnecessarily imported.”
Glebe Farm’s PureOaty is made with 100% British oats, gluten-free, and not from concentrate. Its PureOaty Creamy & Enriched is available now and PureOaty Organic Barista will be available from August 2022.
