Acorns 2021: Andrew Deans, 29

General manager, Shaws Fine Meats, Lauder, Berwickshire

Nominator Margaret McPherson, founder and director, Intelligent Office UK

Passionate about the industry from an early age, Andrew Deans managed to find time to manage marketing for Shaws alongside studying for a law degree, as well as starting his own food and restaurant review blog. By 2013, he was working full-time in the company, evolving to general manager, and has subsequently increased revenues from £600,000 to £5m (over 700% growth) and boosted staff numbers from 15 to 35.

He added an ecommerce arm to Shaws’ wholesale business, which proved critical during the pandemic. By pivoting and building a direct-to-home service, he retained all staff and built a profitable revenue stream. The business’s revenue pre-Covid was heavily weighted to hospitality (87%, compared to just 3% from home delivery), but during the pandemic this was almost evenly split between hospitality, retail and home delivery.

He also supported restaurant clients by co-branding products to keep their brand alive during closures. This, in turn, built loyalty as a trusted supply partner when they reopened.

Ever-astute, he is also successful outside Shaws. Among his enterprises, he opened a restaurant in Edinburgh in 2016 called Norn, which is led by 2017 Acorn winner Scott Smith. In 2017, Deans also launched Terroir, a wine supply business with revenues of £650,000 projected for 2021.

As a fair employer, he has introduced the real living wage and an apprenticeship scheme. He also supports numerous local charities and is a board member of the Borders Carers Trust.

What is the most positive people change you see for your sector post-restrictions?

“The quieter periods during lockdowns have afforded our sector time to put more emphasis on staff training and wellbeing, helping to spur on healthier, safer workplaces post-lockdown and into the future.”

Photography: Hospitality Media/Adrian Franklin

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