Background 

Noble Foods faced a pivotal moment in 2019 when it returned to family ownership under Sarah Dean, whose great-grandfather founded the business in 1920. After a decade of profit-driven culture the company recognised the need to re-engage its people and foster pride and inclusivity. With over 1,300 colleagues across diverse functions Noble Foods embarked on a cultural transformation to rebuild leadership and refocus on core values. The appointment of CEO Duncan Everett in 2020 marked the first step in this shift, setting the tone for a renewed approach to its people and future.

Approach 

The cornerstone of this transformation was rebuilding the ‘Story of Noble’, developed with input from employees across the company. Honest feedback ensured that the company’s message resonated with its people. The formation of the Noble Leaders Group (NLG), a team of 40 influential employees, representing all parts of the business, played a key role in driving this change. The NLG shaped the new purpose and values, providing colleagues a platform to influence the business’s direction while fostering personal and professional growth.

The NLG promotes open communication, with quarterly meetings to discuss successes, challenges and ideas. A significant achievement was the 2021 launch of Noble Foods’ new purpose: “To better nourish people, animals and planet.” This purpose became the foundation of the company’s strategy, supported by values encapsulated in the acronym TO CARE: Together, Ownership, Caring, Action, Respect and Excellence. These values informed daily interactions and became central to operations.

“Noble Foods’ purpose-driven approach not only boosted employee engagement but also delivered impressive financial growth and industry recognition”

Noble Foods is also pursuing B-Corp certification for the group, aligning with its commitment to sustainable and ethical practices. The Noble Aspire programme was introduced to support leadership development, offering growth opportunities for both NLG members and front-line managers.

Outcome

Since introducing its refreshed purpose and values, Noble Foods has achieved remarkable results. Revenue has increased by 25%, while profits have grown by an impressive 61% since 2022. Employee engagement has significantly improved, with total turnover reduced by nearly 40% and voluntary turnover dropping by over 40% since early 2022. Additionally, the company has seen a 44% reduction in debt since 2021 and halved reportable accidents, fostering a safer and more inclusive workplace.

Noble Foods’ efforts earned recognition, ranking among the top 10 food and drink companies to work for in 2023 and 2024. This transformation strengthened the company’s financial performance and deepened connections with employees, suppliers and customers, proving that purpose-driven cultures yield exceptional results.