Who we are

PMS provides marketing and business strategy consulting services in food, agribusiness and related bioscience sectors, including research.

With PMS it's the principals who do the work!

Our approach is to put together a team specific to each assignment. Core team members almost all have their own consulting practices as well as working with us. This means that highly experienced, seasoned professionals form the driving force on each assignment.

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David Thelwall

David Thelwall

David Thelwall




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I started PMS in 1981 after a commercial career of a dozen years or so, first with Unilever's meat business Wall's and then with Rank Hovis McDougall (in their agriculture division, in marketing and strategic planning and also in research management).

In PMS we specialise in marketing and business strategy in the agribusiness, food and related bioscience. My role focuses on marketing across the whole food chain, on corporate strategy and on policy analysis in agrifood and bioscience. I have detailed experience of agbiotech start-ups and a major interest in the whole area of technology interaction and transfer.

Beyond that, I take personal responsibility for the direction and management of all the consultancy work and ensure delivery meets client expectations. I'm passionate about what we do in PMS and have a personal reputation for integrity and straight talking.

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Mike Vineall

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Mike Vineall

Mike Vineall specialises in marketing consultancy - particularly consumer marketing. He started in Market Research and then he was with
Guinness for many years where he had major national and international Brand Management experience.

For example, he set up and ran the European Guinness marketing operation. Since the early 80's he has had his own Marketing Consultancy with particular emphasis on branding, for example, in the drinks sector.

He has been a Principal with PMS for the last 10 years and we have done a lot of work together in the Food Chain both in policy terms and in marketing strategy for companies.

His experience and understanding of branding, consumer response and supply chain issues is first-class. He is also an excellent moderator of Group Discussions, Focus Groups and the like. Mike's consumer marketing skills are vital part of the PMS armoury.

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Bill Miller

Bill Miller

Bill Miller

Bill is a vet by training but moved into the IT side of the livestock industry in the late 70's. He personally developed Pigtales (now part of PIC) the world leading costing system for pig farmers; it now has the largest installed base worldwide of any such system.

Since then, Bill has moved into the cutting edge of agrifood IT systems - especially hand-held data capture, database applications and Internet connectivity. We have worked together on projects such as pig marketing groups, traceability (meat products as well as animals) and agronomist recommendation packages.

His IT knowledge and creative approach to data use, make Bill a vital asset to PMS and our clients.

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Wendy Narby

Wendy Narby - photo awaited

Wendy Narby

Wendy is our food export market specialist. She lives in Bordeaux where, as well as making First Growth Sauternes (Chateau Guiraud), she also runs her own food export marketing advice and PR business.

She is very well connected in the food chain (especially meat) in France and throughout Europe - particularly among supermarket and catering buyers. She is fluent in English and French.

A personal presence in the market and an appreciation not only of how the chain works but of the all-important cultural nuances and consumer issues is vital to developing strategies that work. Wendy gives us just these insights and knowledge.

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Other members of the PMS team

Especially in a large project, where a variety of specific disciplines may be needed, we can call on a rather wider network of associates - particularly in universities, Research Institutes and specialist consultancies (e.g. communications, PR, quantitative market research etc.).

As ever, our determination is to put together the best team for a specific need or project so that the client gets the maximum benefit possible.

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To contact PMS - Call David Thelwall on 01765-602514 or send an email.
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