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One size doesn’t fit all when it comes to B2B PR and marketing. Your foodservice business is unique and requires tailor-made solutions.

We’ll take the time to really get to know you and your company

Once we’ve identified your end goals, we create inventive ways to help you meet them. Our forward-thinking B2B campaigns are bespoke, planned to perfection and delivered to the letter – all with a professional touch.

B2B PR and marketing with bite

SJ Middleton of Proactive Solutions has more than 20 years’ experience in B2B public relations, media buying, trade event support and business administration services. Her passion for her work is as fierce today as it was two decades ago, and she prides herself on injecting this zeal into her client campaigns.

Having started her career working in dedicated foodservice B2B PR agencies, she launched her own successful foodservice company in 2004. Most recently, she spent three years in the charity sector, during which time she created and managed relationships with local businesses, organised and ran events, and helped to generate income.

Too busy to focus on PR and marketing? Leave everything in the capable hands of Proactive Solutions

Campaign Planning and Evaluation

When it comes to campaign planning and evaluation, it’s all about being SMART.

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Setting specific, measurable, achievable, relevant and timely objectives from the outset of any B2B PR campaign is a must. With SMART objectives in mind, Proactive Solutions ensures that every aspect of your campaign is effectively planned and delivered to perfection.

What’s more, this approach means that our hard work can be robustly evaluated. All too often, evaluation is something that’s carried out at the end of a project. However, at Proactive Solutions, we take time to appraise our work every step of the way, meaning that our results are truly effective and genuinely meaningful to you as the client.

Media Relations – B2B PR and Media Buying

Whether you’re a big hitter in the foodservice industry or a small start-up just finding your feet, it’s equally important to project your business into the spotlight.

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There are lots of ways that Proactive Solutions can help you do just this. Maybe you’ve got a killer product to shout about, or you have the perfect case study just waiting to sing your praises. We will work together to identify the right avenue for your news, from press releases to features, advertorials to blog posts. And, as a picture tells a thousand words, we’ll ensure it has just the right high quality images to accompany it.

We work hard to cultivate relationships with the media, whether that’s through making a telephone call, catching up with a cuppa during the day or having a quick pint at the end of it! All of this means you can rely on us to get your story published in the right place at the right time.

Event Support – why not let us be your representatives?

Attending exhibitions, conferences and award ceremonies can be really useful for your business.

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Helping you meet new contacts and finding out the latest industry gossip. But it can be hard to find the time to get out there when there’s so much on your to-do list.

Proactive Solutions can attend these events in your place and report back with our detailed findings. We have an in-depth knowledge of the foodservice industry and are highly experienced at making new relationships and assessing opportunities. By sending us on your behalf, you can be sure that you won’t miss out on any exciting possibilities to grow your business.

Trade Shows

Exhibiting at foodservice trade shows is a fantastic way to get to know your customers, analyse your competition and assess demand for your products or services. However, organising a stand at events like LACA, TUCO, Hotelympia or ScotHot is a time-intensive process – so why not let Proactive Solutions take the lead?

We can support you with:

  • Reviewing the best location for your stand
  • Assessing show facilities
  • Dressing your stand with signs, banners and furniture
  • Creating promotional materials like brochures, flyers or business cards

We will work with you to set objectives for your attendance at the show, whether this is securing a particular number of confirmed sales or new clients, or simply getting the low-down on your competitors! Through our strategic approach and meticulous attention to detail, we will ensure the best possible return on investment for your business.

Industry Events

Proactive Solutions can also attend exhibitions, conferences and award ceremonies on your behalf. We’ll make introductions with new contacts, find out the latest industry gossip and report back to you with our detailed findings.

We have an in-depth knowledge of the foodservice industry and are highly experienced at making new relationships and assessing opportunities. By sending us in your place, you can be sure that you won’t miss out on any exciting possibilities to grow your business.

Social Media

Social media is a must for any modern business. It gives you the opportunity to speak to, and hear from, your target audience in a way that isn’t possible with any other marketing method. It shows your customers that you’ve got your finger on the pulse when it comes to what’s happening in your industry. And it shows that, because you care about your customers, you’re willing to share your expert insights with them.

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Proactive can help tackle the task of regularly coming up with interesting and engaging content to appeal to your target customers and encourage them to engage with you. Our social media experts know what works for Facebook, Twitter, LinkedIn and Instagram. As a result, we can help build your online following and turn it into a pool of potential customers.

Business Admin

Proactive Solutions also offers administration support, leaving you free to get on with the important business of the day.

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 If you need an extra pair of hands, we can help with: 

  • Streamlining your admin procedures
  • Circulating information internally
  • Managing schedules and deadlines
  • Monitoring inventory of office supplies
  • Overseeing expenses in line with your budgets
  • Co-ordinating maintenance activities
  • Supervising activities such as recycling and event planning
  • Ensuring operations adhere to policies and regulations
  • Keeping abreast of organisational changes and business developments

Get Social

Andy Jones, chair of the PSC 100 Group, released a short video encouraging caterers in the public sector to use British food & drinks on their 2022 menus 🇬🇧

We looked back at 4 of our favourite Christmas adverts from the food industry in 2021. From charity donations to controversial takes, storytelling to animation, here’s our round-up of the creatives that hit our screens over the festive period.

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Success Stories

I have had the pleasure of working with SJ on various projects with the Craft Guild of Chefs including a major Government package implementing training for the Universal Infant Free School Meals programme in schools across the country.

She is a hardworking and fantastic organiser. She also has an amazing number of contacts which will get your business noticed in all the right places.

SJ is a media specialist and has a first-class PR agency. I could not recommend her highly enough.


Having worked with Sarah-Jane over many years, I would highly recommend her to anyone looking for communications within the foodservice sector, her grasp of the industry, contact list and attention to detail rival that of any agency within foodservice.

Her writing ability is always on brief, coupled with a high publication rate of her content, it is without hesitation I would issue a glowing reference to potential clients of SJ’s. 

Andy Piggin, Managing Director, Pro Foodservice Reps Ltd

SJ was an integral part of the income generation team at Ormiston Families.  Always focussed and determined she ensured that our corporate events she was responsible for were well run and supported by local businesses.

With a keen eye for detail and good organisational skills she ensured that these events were a great success for the charity

Kate Higgs, Income Generation & Marketing Director at Ormiston Families 

Over the past couple of years SJ has accurately communicated Filta’s vision and messaging to the foodservice sector. Aside from editorial work SJ has supported us with award entries, exhibition planning, customer case studies and product launches. I would highly recommend her services to anyone looking to make a splash in the foodservice sector and we look forward to continuing working with Proactive Solutions.

Chris Fell – Marketing Manager – The Filta Group Ltd

Never has a business name been more appropriate. Working with SJ and the team at Proactive has ensured that wherever there is opportunity for our brands, we have, collectively, made the most of it. The food service sector is a key area of focus for St Pierre Groupe and as such it requires dedicated and expert resource, which sums up the Proactive team perfectly. Every proposal is thoroughly thought-out, taking into account our strategic aims and business goals. We consider SJ a partner, not a supplier and as such, it’s a pleasure to work with her and the team to drive our food service offering forward.

Liz Bleakley, PR & Communications Manager, St Pierre Groupe

SJ is experienced, knowledgeable and a real sector specialist who understands our markets like few others. Her standard of work is always high quality, with a professional approach and a focus on results.

Above all else, SJ gets the job done. She’s everything I want from a PR and marketing partner.

Gary Nunn, Managing Director of UNOX UK Ltd

Looking to add that extra zest to your business? Call us today for a no-obligation chat about how we can help you

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19 Primack Road, Bury St Edmunds, IP32 7PN
Call 07977 184136