Andrew Baker, the former Financial Director of timber outdoor decorative structures, garden furniture and GYO specialist Zest, has been appointed as the new Managing Director, and Steve Morgan will serve as the company Chairman.
Steve Morgan has been Zest’s MD since the company was founded in 2005 and MD of the P&A Group for 25 years. He took over from his father, P&A’s founder Malcolm Morgan. Andrew Baker has worked with the business for 16 years and in the last ten years has been Financial Director. The move comes as Zest continues its vision to become the premier consumer choice for outdoor living solutions, setting ambitious growth plans while also addressing the key challenges in the industry.
Zest’s range fits perfectly into the outdoor environment with its proposition of growing, cooking, dining, relaxing, and entertaining in any size of garden or outdoor space. Steve explained, “I am completely confident in the consumer’s desire to find a more natural and sustainable way of life, utilising the benefits of the outdoors. We have adopted a market-oriented approach and are embracing change and innovation in order to meet customer needs effectively. This strategy has seen the Zest brand invest in consumer research and product development, a marketing and innovation centre, consumer-focused marketing including leading consumer print and online titles, consumer shows and powerful digital, social and influencer programmes. This has been over and above its extensive marketing support for garden centres and online garden retailers.”
Commenting on the change of roles, Steve Morgan said, “Zest is on a journey of investment, market driving understanding and consumer brand building alongside proactive trade customer support. As we demonstrate just how successful we can be in that space, it is the perfect time for me to focus on free thinking, entrepreneurial endeavour, exploring all opportunities – including non-seasonal ones - to realise ‘the next big thing’ time and time again. So, it’s vital that the right person is empowered to deliver on company performance and all the strategic developments we need to ensure we implement our ambitions successfully. To that end I have been working with Andy to broaden his role over the last several years, knowing that he has the drive, interest, and commitment to deliver.”
Commenting on his appointment, Andrew said, “I am honoured and excited to be offered the MD role. With my extensive experience of business finance, I have also invested time in appreciating the potential of marketing and strategic brand development as well as immersing myself in operations and all other aspects of the business. Steve has always encouraged and provided direction, and now I am delighted to be able to build on the foundation he has created. Especially knowing that I have his support and entrepreneurial input as Zest continues to move forward on plan. This is all about excellence, impulsivity, and harnessing the power of innovation through customer understanding. I am focused on key objectives, including sustainable financial growth, market orientation, and diversification.”
In his Zest career to date, Andrew has been a lead on over 14 years of chosen charity initiatives ensuring the company raises thousands of pounds for a range of charities. He is a keen marathon runner, and employee health and wellbeing is a key factor for the whole company. He explained, “Fundraising is more than raising money, it’s about fostering a community of support, understanding, and compassion. We firmly believe that spending time with others, immersing ourselves in the great outdoors and engaging in physical activity are not just hobbies but essential tools in our arsenal against the struggles of mental health.”
