Where AFH businesses “play” will determine strategy and critical success factors.

Who we are

Chris Catchlove

Chris Catchlove is a trusted confidant and advisor to some of Australia’s leading Food & Beverage business leaders. With over 30 years’ experience in the Australian food and beverage away from home channel, Chris is a rare niche expert.

Chris has held senior executive roles with Simplot Australia, Pacific Brands Food Group, Petersville Group, Cadbury Schweppes, Transworld Publishers, Smith & Nephew Aust. and Unilever Aust.

Since establishing FoodServeX in 2008, Chris has successfully completed a large number of consulting assignments across a diverse client base – manufacturers, distributors, service providers from start- ups, channel newcomers, SME family-owned operations through to listed corporations.

Through this, Chris has attained a deep understanding of the away from home channel, from product development to optimum route to market strategies.

Principal of FoodServeX

Chris is Principal of FoodServeX, a consultancy committed to providing independent advice to help food and beverage manufacturers, distributors and suppliers scale, grow share, revenue and profit in the away from home channel.

Well-regarded for delivering superior commercial results in complex and highly competitive scenarios the combination of Chris’s deep industry knowledge, experiences, understanding of trends and excellent contacts, provides a strong background for working with clients to achieve successful commercial outcomes.

FoodServeX led by industry expert, Chris Catchlove, has the expertise, experience and network to help you identify and validate opportunities, optimise return on existing products and resources and innovate to create profitable new product and commercial opportunities.


Chris is also an advisor to Australian Foodservice Advocacy Body AFAB, New Zealand Trade Enterprise NZTE, Melbourne North Food Group MNFG and has also served as a Director of Foodservice Suppliers Association Australia FSAA, a GS1 Foodservice Steering Committee Member, a mentor, and an independent advisor to various boards.