Foodservice Cateys 2025: Salesperson of the Year – James Pate, Thomas Franks

From behind the pass to Salesperson of the Year, James Pate’s journey from the heat of the kitchen to award-winning salesperson exemplifies dedication, expertise and a deep-rooted passion for an industry he knows inside-out.

 

After starting his career as a sous chef at a Yorkshire gastropub, he worked in China before returning to the UK to become deputy catering manager at Giggleswick School in North Yorkshire in November 2014. Pate then joined Thomas Franks as catering manager at Westholme School in Blackburn, where significantly improved the quality of the operation and raised it to be one of the caterer’s most prominent locations in the north of England – a move that won him Thomas Franks’ Location Manager of the Year in 2020.

 

After hosting many successful sales visits to Westholme, Pate moved over to the Thomas Franks sales team as business development manager in September 2021. He was promoted to head of sales (North & Scotland) two short years later in 2023, and later became sales director with responsibility for the North, Scotland and growth segments in November 2024.

 

Pate now reports into the group business development director and is responsible for sales in the North and Scotland, as well as taking the lead on increasing revenue in two key growth areas: international and sport and leisure. He has delivered 30% growth year-on-year, and his likability, credibility and tenacity has allowed him to build strong working relationships with clients, consultants, developers, asset managers and colleagues, resulting in record-breaking growth for the company in the UK and around the world.

 

Additionally, Pate has won significant first contracts for Thomas Franks in not one, but four new countries: Hungary, Belgium, Canada and Italy. And it is this international growth which particularly wowed the judges: “It is always very challenging to win contracts in other countries, so to win in four new countries is outstanding and very respectable,” said one. “Hunting in new territories and new markets is not easy, but to show success in both in 12 months is remarkable,” said another.

 

With the significant macroeconomic challenges facing the UK education market, particularly in the independent schools sector, Pate continues to focus much of his attention on securing international contracts, which bring a higher profit margin.

 

In contrast to previous years, where he would have spent approximately 20% of his time on international sales, he now spends 75% of his time targeting global contracts, resulting in a significant uptick in enquiries, tenders and contract wins. Between June 2023 and May 2024, he secured a record-breaking volume of international business and is on track to more than quadruple that performance in the coming year.

 

Meanwhile, his largest deal of the year was an extensive international agreement with a global technology company to provide snacks and hospitality to 14 of its offices in 12 countries. Pate offered a consultative sell, showcasing how technology and the company’s existing infrastructure would allow Thomas Franks to deliver an efficient and competitive service. 

 

When he is not on the road (or a plane) meeting prospective clients, ensuring tenders go smoothly or mentoring new colleagues, he works very closely with the Thomas Franks Foundation on the Feeding Communities programme, which provides hot, nutritious meals to people at risk of food poverty.

 

Pate has shown how to diversify a career, moving on from an outstanding operator to a global salesperson with the figures to match. His commercial astuteness, combined with his ability to build relationships across cultural boundaries, continues to bring great rewards for Thomas Franks, and now a well-deserved Foodservice Catey for Pate himself.

 

Judges’ comments

“This entry had a great backstory of development from a sous chef to catering manager and into sales. It is always very challenging to win contracts in other countries, so to win in four is outstanding and very respectable.” Ed Walker

 

“Hunting in new territories and new markets is not easy, but to show success in both in 12 months is remarkable. James clearly has his eyes on growth and expansion and is winning in places – or should I say countries – against large-scale operators. A tremendous year and a truly worthy winner.” Natalie Mainwaring

 

“James’s entry stood out due to his success in new countries and new sectors. His results were impressive, serving millions of pounds of new business, showing he strives for better all the time.” Amanda Ciraulo

 

“James’s results are outstanding, not just for the pure numbers, but for the diversity of sectors and countries they came from. This showed how entrepreneurial and flexible he has been in extending the return of this growing business.” Phil Roker

 

The shortlist

• Jason Fretwell, BaxterStorey
• Natalie Hulme, Restaurant Associates
• Saffron McDonagh, Dinner Ladies
• James Pate, Thomas Franks

See previous winners of the award