Better Brands

in London and across the UK



Windfall Consulting London offers brand marketing solutions that are fully integrated with our food and drink client’s sales and business strategy to best effect key channels and customers.

We use our industry specific sales and broader commercial expertise to develop effective brand plans, communications and activity across all channels to deliver stronger sales and better brands.


Windfall Consulting was established in response to our brand owning clients increasing need for unified strategies that deliver commercial, trade and marketing solutions.


Our team work collaboratively with new, emerging and existing brand owners both in the UK and overseas – aligning expertise in brand strategy, trade marketing, sales and commercial management.


We are recognised for our energy, enthusiasm and creativity by the UK retail trade to get our brands noticed, and customers engaged. Capitalising on every-changing trends to ensure consistently stable profits.


Our on and off trade relations are critical to developing sustainable and mutual commercial partnerships that work for brand and retailer. As commercially focused consultants we work with the best partners to collaborate with your team and deliver better business.


Mike Sears


Mike has spent his near 40 year career building brands and businesses within the UK’s FMCG marketplace, mainly in branded drinks. During this time, as Commercial Director of Panda Drinks, he proposed, justified and established a vending and draught dispense business for Panda/Hall & Woodhouse, beating Coke and Pepsi into “bag in box” from a standing start, before moving on to a spell with Grand Metropolitan, where his Cask Ale Range Excellence programme was adopted throughout the Grand Met Brewing business.

Mike then spent 3 years establishing the UK operation for Ballygown Water, through a tie in with Britvic Soft Drinks, and this in part enabled the Irish based business to successfully be sold to C&C. He then spent 3 years as Sales & Marketing Director of Inch’s Cider, and when this was sold to HP Bulmer, found himself, aged exactly 40, at a career crossroads (and mid-life crisis!).

Since then, Mike has led Windfall Brands from start up, to a position today whereby it has gained an excellent reputation in helping new and established businesses and brands to realise their commercial ambitions in what remains a challenging but attractive FMCG marketplace. The commercial insight and creative ideas from Mike and the Windfall team have been fundamental to many brands being able to make it onto the shelves and into the lives of consumers, whether their brand experience is in a supermarket, bar or the workplace.

Mike accepts – slightly reluctantly – that he is now an “industry veteran”, but remains passionate about finding the tie-breakers which make the difference between failure and success.

Tom Sears

Sales Director

Tom has over 15 years experience in FMCG having joined Windfall from Cadbury and Diageo. Over that time he has worked in commercial roles ranging from food service and on trade national accounts to multiple grocery.

Along the way Tom has worked with a huge variety of FMCG business from large PLCs looking to develop their none-core brand portfolio or break new sales channels for mainstream consumer brands, to start up business with an idea and a passion but the need for commercial reality.

With hands on experience of what it takes to win those all-important listings, keep them and at the same time deliver a P&L back to the business that works, Tom brings a wealth of commercial experience to any business.

Emma Bond

Director of Brands

Emma joined Windfall Consulting to head up marketing strategy and planning for our existing and new brand owning clients. She has 10 years experience working in agency and in house to help businesses create a solid brand, communications and successful sales development plan.

She is a naturally strategic thinker and believes that every great idea should be led by commercial substance and sales insight, whilst backed by the right amount of creativity.

Emma has worked with the largest FMCGs, SMEs and new business start-ups and understands the challenges brands face, both emerging and established but her greatest enthusiasm is for helping up and coming brands to put in place the groundwork and tools they need to successfully enter and grow in their market.

When Emma is not brand building she runs her own nutritional and fitness consultancy, Absolutely Nourish, and is studying nutritional medicine in her spare time. Her knowledge of the nutritional food and drink industry compliments many of our healthy brands and she is on hand to keep our working lunches in check!

Harvey Fain

Business Development Director

Harvey is a commercially focused, experienced Senior Sales Leader with strong category management capability. His career covers more than 19 years in both blue chip FMCG organisations and more recently in the dynamic start up environment.

Harvey joins us bringing extensive experience from a diverse career covering category management, national accounts, people development and training, business development and European sales leadership roles. Having also worked as a buyer for top 4 Grocery, he has a unique insight into the dynamics that make highly effective sales relationships.

Having managed both Field sales and National Account teams Harvey understands the need for clear strategic goals aligned to the ever changing customer needs and how to communicate these through measurable tactics and smart objectives.

With a passion for dynamic selling proposals underpinned with strong commercial foundations and collaborative negotiation techniques, Harvey is dedicated to helping companies over achieve against stretching sales results and to develop long term customer relationships.

James Cudd

Strategy & Process Consultant

James is an independent consultant and associate to Windfall Consulting. He has over 15 years experience working with SMEs to help define and refine business propositions. He coaches sales, marketing and account people and acts as an important bridge between leadership and delivery teams.

He is a staunch believer that developing brand and marketing content does not have to be a complex or expensive task for early-stage businesses. It is an essential for sales success.

James understands the limitations that come from limited marketing budgets and internal resources but gets huge satisfaction in helping businesses use tools in ways that always achieves a lot from a little.

In partnership with Windfall Consulting, James helps our clients build better brand stories and compelling marketing materials specifically to help amplify sales activity. He has vast expertise facilitating planning workshops to identify and craft engaging campaigns.

Our associated UK food and drink sales agency, Windfall Brands, provide the market place evidence: selling great brands on thousands of shelves across the country and building stronger sales and better brands in all major trade channels.

Through Windfall Consulting London, Windfall Brands and Windfall Logistics we aim to provide an efficient and effective commercial and marketing management service for new, emerging and existing brands through the creation of trading partnerships that deliver against all critical business indicators




Our associate business Windfall Logistics…


  • Love Taste Co is a fast growing SME that needed a high quality third party national account sales team to really drive growth across all trade channels. Windfall perfectly meets these needs and allows us to punch well above our weight without having to occur the high overheads of recruiting and managing our own sales team.
    Smoothies, Love Taste Co
  • We have been working with Windfall Brands since we launched Simplee Aloe in the UK and they have done a great job in ensuring we have the correct sales channels. The team at Windfall Brands are extremely professional and efficient.
    Alex Lai, Co-foudner, Simplee Aloe
  • Windfall Brands has been a fantastic long term partner for eager drinks, we run a fully outsourced business and rely heavily on our partners. Windfall have stepped up and delivered, not only the function of a sales force but also they have taken the initiative to communicate effectively with our other partners making the outsourced model work very well.
    Ed Rigg, MD, Eager Drinks
  • We have been working with Windfall Brands since we launched Simplee Aloe in the UK and they have done a great job in ensuring we have the correct sales channels. The team at Windfall Brands are extremely professional and efficient.
    Alex Lai, Co-foudner, Simplee Aloe
  • Belu has worked successfully with Windfall since 2009. We’ve found the portfolio approach to be efficient in both time and carbon footprint. As we have grown, we’ve also appreciated the capacity to use the service more flexibly to play to strengths, as part of our overall sales models
    Karen Lynch, CEO, Belu Water


Address: Badgemore Golf Club & Management Centre, Badgemore House, Badgemore, Henley-On-Thames RG9 4NR
Phone: +44 (0) 1491 845 930
Fax: +44 (0) 1491 845 930

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