12 13 AVA:Layout 1 05/02/2010 10:46 Page 12
News
A new voice, with a fresh t
J
onathan brings to the AVA an impressive, 20 would they define healthy. When we asked if we
or so years of commercial experience, a could work with them to raise awareness about
significant proportion of which is in the what constitutes a healthy balanced diet, they
finance, leasing and vending markets. His first declined on the basis that this would be seen as
role in the vending industry came as a specialist an endorsement of vending - very frustrating
with Anglo Leasing and subsequently with indeed!”
Schroder Leasing and Siemens Financial Services, VI asked Jonathan why he thought the Industry
where he managed sales teams that were came under fire so often in the press. “Vending is
responsible for funding in excess of £200m of an easy target. By attacking vending, politicians
machines into the vending sector over a number can be ‘seen’ to be doing something about the
of years. More recently as consultant to a number obesity problem. But it is not that simple,” he said.
of vending companies, he has specialised in “We are in a recession; convenience food is cheap,
working with small to medium sized businesses in families where both parents work, being able to
and large food brands, advising and mentoring, eat quickly and cheaply is key; the real cost,
Jonathan Hilder
while introducing new technology into the vending however, is to our health.
market. Jonathan commented: “The socio economic
The Automatic Vending
Always an active supporter of the AVA, climate is not something that we as an industry
Association announced
Jonathan sat on the South East Region committee can do anything about, but we all have a role to
for 10 years and has been a regular contributor to play in improving the overall health of society.
Jonathan Hilder as Chief the vending trade magazines. There are 5.5bn lunchboxes eaten every year in
Executive Officer (CEO) in
Commenting on his appointment, Jonathan said: schools, only 1% of which are perceived to be
“It is not often that an opportunity presents itself healthy. If you move a vending machine, the point
November last year. that feels 100% right, but the role of the AVA CEO of purchase moves with it, as does the control. In
Following a very busy period
is one of those. In 1987 my introduction to the schools for example, if you remove confectionary
vending industry started a real personal passion machines, crisps and chocolate will still be eaten,
in which he has already made
for the industry and the way it is perceived. I now but the children will have simply got it from
a difference, Jonathan found
really want to help the AVA to return to its pre- somewhere else. The consumer needs to be given
time in his diary for a chat
eminent position as ‘The Voice of Vending’ and the a choice in what they eat and learn moderation.
champion of all those who work within our “The real issue is that, nobody will define the
with Vending International…
industry. Our market has changed and the AVA term ‘healthy’. Snacks represent 1% of our
needs to develop its service and offering to calorific intake. Vending represents 5% of snacks
members in order to meet the challenges of bought in the UK. So that’s 5% of 1%, which
today.” means that 99.95% of the problem will remain,
Jonathan has a real sense of energy about him even if vending is removed. Up until now the
and is not afraid to voice an
opinion, or challenge the
views of others.
HEALTHY EATING
He went on to explain “We
have just challenged research
by The British Heart
Foundation (BHF) because it
was attributing the obesity
problem to vending. The BHF
said it was ‘categorically not’
attacking vending, but the
lack of choice in the
machines. They would not,
however, define choice, nor
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