GM B2B and Wholesale

Farro is looking for a driven GM B2B and Wholesale to join our growing business and lead and grow Farro’s B2B fruit box and wholesale business, delivering strong commercial performance through excellent operational execution, disciplined sales leadership, and a high-performing team culture. The General Manager – B2B and Wholesale will lead the day-to-day performance of the business unit Fruit Guys, ensuring customer service, fulfilment, sales growth, and operational efficiency are delivered to a high standard.  

As GM B2B Wholesale you will need to:  

• Develop and lead the B2B Wholesale growth strategy in line with Farro’s wider business goals.  

• Grow the existing fruit box customer base through strong retention, service and account development.  

• Lead key customer relationships. 

• Work with internal teams to shape commercially compelling customer offers that meet market demand. 

• Lead the day-to-day operations of B2B fruit box and wholesale business. 

• Lead, coach, and develop a high performing B2B team. 

• Create clear team structure, role, clarity, responsibilities and performance expectations  

• Work effectively with group support functions including Marketing, IT, HR. Finance, and Buying. 

• Build strong internal relationships that enable pace, execution, and shared accountability. 

We are looking for a leader who has:  

• Proven senior leadership experience in sales and operations-focused roles. 

• Demonstrated success growing B2B, wholesale, foodservice, FMCG, retail, or service-based business channels. 

• Strong commercial acumen with a track record of delivering sales growth and profitability. 

• Experience leading teams and building performance through coaching, accountability, and development. 

• Strong operational leadership experience, including fulfilment, service delivery, process improvement, and customer experience. 

• Ability to identify and execute new business opportunities from concept through to launch and scale. 

Why Join Us?  

Empowerment:
Be part of a team that values empowerment, collaboration, and celebrating success.  

Growth:
Be a part of a growing company where you can help shape the future of Farro and where your work is appreciated.  

Impact:
Make a real impact by ensuring our customers have access to the best products at the right time.  

Birthday leave:
Enjoy a paid day off on your birthday, on us!  

Team member discount:
For all our delicious products!  

If you are hungry for a new opportunity and feel you could be the right fit for Fruit Guys and Farro, we would love you to bring your B2B and Wholesale leadership and expertise, customer obsession and love for exceptional food to our passionate team.