Top duo axed in Del Monte rejig

Del Monte Foods, the company famous for the advertising slogan “The man from Del Monte, he says ‘yes'”, has made marketing director Philip Wade and sales director Chris Todd redundant following a management restructure.

The move comes six months after the appointment of Stephen Thorpe as managing director, and leaves Del Monte brand managers reporting directly to him. “By removing one level of management we have speeded up decision-making,” says Thorpe.

Wade was previously UK marketing director for Del Monte Foods. Prior to that he was northern European marketing director for Del Monte Foods International.

The removal of a senior marketer comes soon after Thorpe disclosed the company was planning to stretch the brand into other grocery sectors.

Del Monte added fruit sorbets to its range last year and now claims 20 per cent of the sector. Earlier this year it signed a licensing deal with Scotia Haven – part of the Yorkshire Food Group – to bring out a range of Del Monte branded vine and tree fruits.

The company recently reformulated its long-life juice brand and this week has moved into the chilled juice sector to take on Tropicana and St Ivel.

The famous “Man from Del Monte” advertisements, through Young & Rubicam, are likely to be back on television soon to launch the company’s branded fruit and nut products.

Del Monte Foods UK is owned by Royal Foods of South Africa. It holds the licence to use the Del Monte trademark in Europe, the Middle East and Africa.