Joining the Clean-Movement Trend without Losing Profits and Customers

The trend of ditching chemicals and preservatives isn’t going away, but that doesn’t mean it’s easy to remove them from the menu. It can be expensive, time consuming and may even leave a few loyal customers angry about losing their favorite menu items.

Experts on this panel will share how and why they cleaned up their menus without isolating customers or losing too much money.


Peter Fagerholm | CEO & Co-founder | FRIENDS & BRGRS

Peter Fagerholm has over 25 years of experience in the food business. He has held leading positions in sales, marketing and strategy within the Snellman group in Finland. He has an in-depth knowledge of consumer behaviour, and extensive skills in strategic leadership, communication and branding. He strongly believes in clean label and has a strong vision that trust in food business can only be built through transparency. He is the CEO at Friends & Brgrs, a burger chain founded in 2014 and with six restaurant in three countries. Friends & Brgrs is defining their segment as Fresh Casual.

Phil Peters | Managing Director | Zing Zing

Despite starting out in the food kiosks of Watford Football Club, it was almost 15-years before Phil would step back into the food industry, joining Zing Zing in the summer of 2016 as its new Operations Director. Prior to entering the world of Chinese takeout, Phil spent several years working as a management consultant, specialising in customer experience and fulfillment. Phil’s focus remains delivering Zing Zing’s ambitious roll-out plan and making sure that quality and service becomes even more awesome as the business scales. Phil has three decades of deep industry expertise, albeit on the consumer side.


Chris Fung | Former CEO | Crussh Fit Food & Juice Bars & Non-Exec Director of various Food/FoodTech businesses

Christopher Fung is the former CEO of Crussh Fit Food & Juice Bars and now a NED/Board Advisor/Investor in a number of disruptive high-growth potential Food/FoodTech and Ed/EdTech businesses. Having led Crussh for over 13 yrs, Chris is giving back by sharing his experience with the next generation of entrepreneurs and is involved in a number of businesses from Music Tech for restaurants, Healthy pot noodles & Smart Vending machines, to customer engagement tech for hospitality and retail amongst other things!

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