Central Management Team

Our work with our Members is fulfilled thanks to the skills and enthusiasm of our teams.

samantha

Samantha Barrell

Head of Technology

I have an acute understanding of the challenges facing agriculture. I am very excited to be in a role at AF giving greater focus to the Member-facing systems.

I started my career at AF in 2010 and have had the opportunity to work in different parts of the business and on various different projects during my time here, from taking the lead on the initial member facing system AF interactive to getting us ready for GDPR. This diverse range of projects has given me an excellent understanding of AF and our members. Living on a farm, I also have an acute understanding of the challenges facing agriculture. I am very excited to now be in a role that allows us to give greater focus to the member facing systems.

lisa morgan

Lisa Morgan

Chief Financial Officer

My skills help focus teams to rationalise processes to achieve efficiencies and streamline systems – all the while ensuring accuracy of information.

I am a chartered accountant with over 26 years post qualification experience. My career began in practice – preparing accounts for pig farmers and progressed through audit then into industry. I was a Finance Manager at Group Lotus for 9 years covering the wide spectrum of finance roles including taxation, manufacturing, engineering and central services. I have worked for commercial organisations as well as charities, including being Finance Director for an independent school for 5 years. My skills help focus teams to rationalise processes to achieve efficiencies and streamline systems – all the while ensuring accuracy of information.

matthew kealey crop production

Matthew Kealey

Head of Crop Inputs

I am passionate about brand UK and building sustainable and profitable agriculture.

Having graduated from Harper Adams University many moons ago I hold a BASIS certificate in Crop Protection along with the BAA (British Agrochemical Association) Part III qualification. I have 25 years industry experience having worked for both global R&D crop protection and plant breeding companies and latterly smaller post-patent businesses. I recently spent a year working in Whitehall advising and assisting agritech businesses both export and import their technologies. I’ve worked closely with the UK distribution network at all levels and have a deep understanding of the commercial aspects of the supply chain. This includes brand segmentation, product linking, rebates and the necessity to forecast to achieve the best deal in terms of both price and continuity of supply. And, overall, I have a genuine passion for brand UK, building sustainable and profitable British agriculture.

Kristian Dunham

Head of Livestock Inputs & General

I cover one of the most diverse areas within AF with a wide variety of product areas.

I have been working with AF and our Members for much of my career, initially through an approved supplier before joining the General Supplies team within AF. Over the last four years I have moved on to become the Business Manager for General, one of the most diverse areas within AF and one that crosses over with many other departments.  This position is key in that it gives me a unique insight into how the needs of our Members and the departments they use are intertwined, with many natural cross overs that, once identified, can add value for Members and maximise returns from every interaction.

David Horton-Fawkes

Chief Executive

It is my privilege to be Chief Executive of AF and my overriding priority is to ensure AF delivers an experience which Members rate as brilliant at every point in the supply-chain, from ordering to invoicing.

I started my career in the gruelling world of hospitality and food service but I come to AF after several years managing rural estates, where I have been responsible for a variety of agricultural businesses including arable, vegetable and livestock operations.  Although I do not pretend to be a farmer (nor a land agent) I have worked with large and small farms in Hertfordshire, Dorset and Norfolk and it has been my privilege to learn from some exceptional farmers and farming families.

Helen Whittle

Procurement & Commercial Director

Being responsible for the Procurement Teams here at AF is my absolute dream job. Ensuring we exceed our Members expectations is the reason why I come into work every day.

With over 30 years procurement experience from a variety of industries, I came to AF two years ago armed with not only excitement to be joining such a brilliant organisation but also with a mindset of wanting to apply my procurement knowledge to the business.

I have worked in large corporate entities, including Jaguar Land Rover, along with much smaller corporations. This has given me a diverse skillset with a core focus around excellence in procurement.  Your procurement team is dedicated to ensuring your businesses are buying at the best possible prices with the best possible service.

Crissy Meades

Head of HR

I have the pleasure of working with all our brilliant colleagues at AF and helping them achieve their full potential.

The best part of my role is that I get to work collaboratively with our amazing staff across all areas of the business. I am passionate about ensuring all employees have both the opportunity and tools to enable them to achieve their full potential. A key focus area for my role is to ensure we can continue to attract and retain top talent across our business.

Susie Emmett

Communications Director

I have spent my whole career in the business of communicating with, for and about farming and related issues, in the UK and much further afield.

Whether it’s in words – spoken or written – in images or in film, at length or in short, I enjoy the diversity and potential power of our many ways to communicate. I work with a wide variety of commercial companies and research organisations and now it is my pleasure and privilege to also help shape and sharpen the many ways AF informs our Members. It’s all about sharing what matters and what can make the real difference.