Callum Bond Promoted to Sales Director at Sephra Europe
Foodservice business doubled in size over the last two years
Sephra Europe, a leading foodservice business specialising in the dessert sector, has announced the promotion of Callum Bond to Sales Director. Mr Bond, who joined Sephra eleven years ago, previously served as the Sales & Business Development Manager for the company, which has its European Headquarters in Kirkcaldy and a US division based in Pennsylvania.
Mr Bond was initially brought in to project manage a new opportunity with the launch of Sephra Popcorn, the retail popcorn division at Sephra. Under his leadership, Sephra Popcorn has become the UK’s favourite tubbed popcorn, growing in terms of stockists and flavours. Callum and his team have also initiated the brand’s move into bagged popcorn, introducing 100g and 70g bags, available in three flavours, which are fully HFSS compliant.
Beyond Sephra Popcorn, Callum has led the full sales and business development department, managing relationships directly with key customers and overseeing commercial agreements with Sephra’s range of distribution partners in both the foodservice and retail sectors. He is also responsible internally for supporting the wider sales team, comprising 11 members covering UK sales, export sales, and customer service, to achieve growth across all channels in the UK and abroad.
“I am thrilled with this promotion,” said Callum Bond. “It’s the culmination of eleven years of hard work and commitment. Having grown in confidence over the years, I have continued learning and refining my range of skills over this time. To know that this has proved valuable to the business, and the team, is really good news. I am very pleased indeed to be recognised.”
Mr Bond added that growing Sephra Popcorn’s customer base since its early days and securing the supply chain had been “an absolute privilege”. He further stated, “It has been fantastic to see Sephra grow and prosper into an established retail range, alongside the ongoing development of our core foodservice business. We have built a brand that is recognised & trusted both in the UK, and globally.”
Referring to his new Sales Director role as “energising”, Mr Bond noted that Sephra has doubled in size over the last two years, navigating what the company described as an extremely challenging market. The company faced hurdles including the effective shutdown of the UK foodservice sector in 2020/21, market shocks on raw ingredients and energy costs following the Russian invasion of Ukraine, and a recent spike in the cocoa market that saw costs soar. Sephra said it skilfully managed its way through these challenges as a team, focusing on customers and continuing to gain market share.
Looking ahead, Mr Bond stated he would ensure all recent growth continues to be sustainable and becomes a further springboard. He plans to manage key customer relationships and commercial agreements while maintaining the company’s ethos of “creating solutions not barriers.”
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David Archer, Managing Director and Company Founder, commented on the promotion: “Callum is an extremely valued member of staff, who has proved his worth in the firm with his enthusiasm, willingness to learn, and ability to lead and motivate a team. Promoting him to Sales Director is a natural fit and a real testament to his personal development over the past few years.”
Sephra is an international brand employing thirty-five people in the UK and four in the USA, with a group turnover in 2025 exceeding £20m, distributing products to both B2C and B2B customers in over seventy countries.
