Shift to Vertical: David Haines, Group CEO, Flora Food Group

What does it take to stay connected to your customers when scale and complexity threaten to pull you away?

In this episode, Jimmy Allen sits down with David Haines, Group CEO of Flora Food Group, to explore how leaders can keep their focus vertical - anchored in the customer and the frontline, while running global organizations. From his early days at Mars and Vodafone to leading GROHE and Flora, David shares stories of how listening, curiosity, and relevance shaped his approach to leadership. He shows why great strategy starts on the shop floor, how moments of truth can differentiate a brand, and why humility and honesty are the CEO’s most underrated tools.

We’re also joined by Iona Gaskell, Head of Artist Voice at Abubilla Music, who brings a creative perspective on building authenticity and resonance. Together, they unpack how purpose, simplicity, and connection fuel lasting growth, and share the secret tools for staying truly vertical: humanity, transparency, and care.

Join the Conversation:

To learn more check out the Founders Mentality website or our CEO Insights hub: https://www.bain.com/founders-mentality/

https://www.bain.com/insights/topics/ceo-agenda

Learn More:

Micro-battles and the Journey to Scale Insurgency - Article (https://www.bain.com/insights/micro-battles-and-the-journey-to-scale-insurgency/)

An Introduction to Micro-battles - Video (https://www.bain.com/insights/james-allen-an-introduction-to-micro-battles-video/)

On Building Communities - LinkedIn Post (https://www.linkedin.com/posts/jamesallen-_as-part-of-the-%F0%9D%90%85%F0%9D%90%A8%F0%9D%90%AE%F0%9D%90%A7%F0%9D%90%9D%F0%9D%90%9E%F0%9D%90%AB%F0%9D%90%AC-%F0%9D%90%8C%F0%9D%90%9E%F0%9D%90%A7%F0%9D%90%AD-activity-7346480364657270785-SI3r/)

Flora Food Group Manifesto:  Financial and ESG Summary 2023; Page 12-13) (https://www.florafoodgroup.com/-/media/project/upfield/corporate/upfield-corporate/supplier-centre/esg-centre-pdfs/esg-reports/current-years/financial-and-esg-summary-2023.pdf?rev=95bbb9295c0f4c1bb89fd58bc2b73b4e)

Flora Food Group Manifesto:  Financial and ESG Summary 2022; Page 22-23 (https://www.florafoodgroup.com/-/media/project/upfield/corporate/upfield%20corporate/supplier%20centre/pdfs/upfield_annualsummary_esg_2022-1.pdf)