Simon is a director at Westbury Street Holdings Ltd (WSH Ltd), the parent company for leading brands operating in the foodservice and hospitality sectors, including BaxterStorey. Simon has worked in the hospitality industry for over 40 years. A Chef by training, he moved from the kitchen into a front of house sales role more than 25 years ago, joining the BaxterStorey family in 1997, which was then known as Halliday Catering. Simon played a pivotal role in the firm’s subsequent merger with Wilson Storey in 2000, and in growing the business at WSH to date. He has remained with the business as it has evolved through challenging times, often defying the financial outlook the foodservice sector and the wider UK economy faced. Simon’s specific skills encompass an ability to develop positive customer relationships through high-level negotiation skills that are fundamentally focused on a win-win scenario whilst maintaining project margin and profits as the overriding motivator. Simon is one of the hospitality sector’s most outstanding Business Development Directors. His ability to recognise an opportunity, mould it to fit the client’s needs and translate this into a viable, profitable new business for the company has been a significant contributing factor to the success of WSH Ltd. Simon’s approach to business development was nationally recognised in 2013 when he won the National Sales Award for Sales Director of The Year. As a consequence of Simon’s tireless work ethic and unrivalled industry success and contribution, he also received the Award for Outstanding Achievement at the prestigious Foodservice Cateys in 2017. Simon is also a Fellow of the Institute of Hospitality (FIH) and a Fellow of the Institute of Directors (FID).