Alex is the Commercial Director at YF, the UK’s leading solutions provider for high-growth FMCG SMEs. YFs goal is to drive innovation in consumer goods; by providing advisory and support services to brands, they help them to achieve their potential and scale to mainstream propositions. Alex and his team also partner with retailers and investors to help them unlock innovation and work more effectively with new, high growth brands. Prior to YF, Alex worked in various commercial customer-facing roles across pet food, fresh produce, confectionery and more.