Hey...I'm Simon

I'm Simon Greenwood-Haigh. I help challenger food and drink brands cut through the noise and get on more shelves. My mission is simple: strip the nonsense out of sales and marketing so you can grow faster, with more clarity and creativity.I’m a commercial strategist and brand builder with 15+ years of turning food & drink businesses into high-performing, high-growth machines. From Aldi to ABF, I’ve led teams, owned P&Ls, and built challenger brands that now sit in Tesco, ASDA and Waitrose.At ABF, I created and scaled their first incubator, growing it from £2.2M to £9.4M RSV, while turning Grey Poupon into one of the UK’s Top 5 condiments and driving a £300K EBIT swing at Proper Nutty. I’ve won over 6,000 new retail distribution points in the past year alone.Ask Me About:🦍 Dressing as a gorilla to pitch Co-Op
I turned up in full costume at a regional buyer meeting. It got a laugh and a 300-store listing. That campaign drove six-figure revenues and helped build a standout retail presence.
Why it worked: It made us memorable, showed guts, and delivered real commercial value.🚤 Hiring a boat to win over ASDA
I invited their buyers aboard a branded boat and pitched on the water. It felt more like an experience than a meeting and landed national distribution and £250,000 in early sales.
Why it worked: It told a story that matched the brand’s spirit, and it closed the deal.What I do best: cut through complexity, align teams fast, and unlock serious commercial momentum, whether I’m your fractional commercial lead or your mentor in the trenches.I’ve led launches, built teams, and driven retail growth from the inside out. Today, I act as a fractional commercial lead for brands that want momentum without the waffle. Whether you’re just starting or already on Tesco’s shelves, I bring challenger thinking, commercial clarity and a track record of wins.I'm also a former pro rugby player, published poet, and proud Yorkshire grafter who believes there’s always a simpler, sharper way to grow.PS I haven't worked with Sauce Shop (yet)...I just love their stuff!

What folk in the trade say about me...

'Working with Simon felt like having a co-pilot who actually gets the pressure of a big retailer. He knew how to get things moving without the fluff...and he helped us build something that actually sold.' Reece Fletcher, Senior Buying Manager, ASDA

'Simon brought a rare mix of creative energy and commercial clarity. He didn't just support our Apiary brands, he championed them. His stunts made people pay attention but he always kept the focus on what would actually drive sales.' Buyer and Apiary Co-Ordinator, Co-Op

The Mighty Manifesto

We believe in:
🧠 Brains before buzzwords.
We strip out the jargon, cut the fluff, and get straight to what works. Complexity doesn’t impress us—results do.
💥 Challenger thinking.
Whether you’re pre-launch or pitching to Tesco, we treat every brand like a challenger. Hungry, sharp, and ready to punch above its weight.
💸 Commercial creativity.
We don’t do boring strategy. We fuse numbers with narrative to build offers, campaigns and plans that actually convert.
🛒 Retail readiness with real rigour.
Purpose matters—but it has to sell. We help good products cut through, not just turn heads.
🙌 Founder-first service.
This isn’t corporate consulting. It’s honest partnership, with pace, empathy and a sense of humour. We take your vision seriously, but never ourselves.
📣 Giving a platform to the right ones.
We amplify brands doing better—for people, planet, and plate. We choose clients with care and back those who back their values with action.
🪞 Radical transparency.
No mystery retainers, no gatekept knowledge. You see what we see, learn what we know, and keep growing long after we’re gone.This is Makin Mighty.Commercial support for challenger brands—done with heart, edge and results that speak louder than words.