National Convenience Show 2025: Hear from the women shaping convenience retail

A major focus of the 2025 UK Food & Drink Shows will be shining a spotlight on the women shaping the industry.

Taking place at the NEC Birmingham from Monday 7 to Wednesday 9 April, the event brings together businesses from across the food and drink industry. Visitors will have the chance to see the latest innovations, network and gain invaluable insights from a packed program of speakers and presentations. 

This year, part of the program will be a series of panels featuring female leaders in the convenience, hospitality, manufacturing and grocery sectors.

The convenience panel, called ‘The female leaders shaping convenience’, takes place at 11.45am Monday 7 April on the show’s Convenience Store Stage. It will include Katharine Challinor, head of independent franchise and new business at Morrisons, and Ruth Fawcett, associate director of wholesale & convenience at Coca-Cola Europacific Partners, who will be talking to Alice Leader, senior wholesale & convenience reporter at The Grocer.

Ahead of next month’s panel, we asked Katharine and Ruth to tell us a little about themselves, and what they see as some of the key issues around women in the convenience retail sector:

Katharine Challinor

Head of independent franchise and new business, Morrisons

Katharine has worked with convenience retailers for 25 years, as a supplier of newspaper and magazines, Post Office and the National Lottery, and has run stores at Marks & Spencer and cafés at Sainsbury’s. She has lead teams in sales, retail marketing, category management, store design, buying, operations, and field sales, and loves the challenge of leading change and innovating to drive performance.

What has been the highlight of your career? Prior to Morrisons, I led the retail operations transformation for Allwyn UK, the incoming operator for the National Lottery - working in a start-up environment, building a plan and team from scratch, navigating regulated governance and transferring knowledge to Camelot as part of the Transfer of Undertakings (Protection of Employment) process. It was super complex and challenging, but was a once-in-a-lifetime opportunity to build a bigger, better and safer National Lottery, with retail at its heart.

What is the most positive change you have seen in the convenience retail industry? The biggest enabler in the past 25 years has been technology changes and innovation, which has driven improvements in customer experience and operational efficiency. In the 1990s, we never dreamt we would be using mobile phones to pay at the till, or using an app instead of popping out to buy something for dinner. And, while self-serve is very Marmite, it resonates with the time-poor.

What still needs to change in the industry? I would like to see brands better supporting independent retailers and driving growth and innovation. Data is a key enabler and opportunity to segment and unlock deeper insights, better planning and more customer-centric promotions. We also need more women in senior roles, particularly in wholesaling.

What is the biggest challenge faced by women in the industry in 2025? I don’t think the convenience industry is unique, so the challenges of gender bias, pay gap, and lack of mentorship or role models can be true in all sectors. But there are some nuances, for example work life-balance in an industry famous for long, anti-social hours, safety concerns with the rise in shop crime, and how to foster a supportive peer group network.

What is the biggest challenge faced by the industry in 2025? This year will be all about balancing evolving customer expectations with rising operational costs. Customers want speed and delivery combined with value through competitive pricing, promotions, and loyalty programs, as well as visible commitment to sustainable practices.

What makes you feel positive about the future of convenience retail? Data and technology will continue to enable innovation and efficiency. Convenience retailers can adapt quickly to consumer trends, such as fresh and healthy and local and sustainable, and are uniquely positioned at the heart of the community.

What advice would you give a young woman considering a career in convenience retail? Do it! The convenience industry is dynamic and fast-paced, with lots of challenges to learn from. Develop your skills, seek out new opportunities and step out of your comfort zone. And don’t forget to prioritise yourself: connect with other women in the industry; build a strong support network; and take care of your well-being by setting boundaries and asking for help.

What is the best piece of professional advice you have been given? Back yourself. Trust yourself.

Who is your business icon? Elle Woods. Smart, sassy and determined. She is true to herself and challenges stereotypes.

What couldn’t you live without? My contact lenses.

Ruth Fawcett

Associate director, wholesale and convenience, Coca-Cola Europacific Partners

Ruth began her career working for a leading confectionery company as a field sales representative, calling on independents and symbols. After joining Coca-Cola Europacific Partners (CCEP) in 2004, she has achieved 10 promotions over the years. During this time, Ruth has held roles ranging from commercial national account manager to field sales leadership. More recently, she has been heading up the wholesale and convenience channel.

What is your career highlight? One of my favourite career moments happened recently when I was invited to share my experiences at the Women in Wholesale Breakfast Briefing. It was an incredible opportunity to discuss leading teams and the experiences that come with it. The positive feedback and engaging discussions made it an unforgettable experience, and reinforced my passion for leadership and mentorship

What is the most positive change you have seen in the convenience retail industry since you joined it? The integration of technology has been a significant positive change. Convenience stores serve as the hub of the community, and offering more options for consumers creates a more personalized and enjoyable shopping experience. These technological advancements have also enhanced the ability of outlets to adapt and streamline operations behind the scenes, making them more efficient and improving services at a local level.

What still needs to change in the industry? Even with all the progress, the industry needs to work on employee retention and career development. Setting up solid training programs and clear career paths can help reduce turnover and build a more skilled workforce. Investing in employee growth will lead to better service and happier customers.

What is the biggest challenge faced by women in the industry in 2025? There’s still work to be done in the industry to achieve gender equality in leadership positions. Women continue to face barriers to advancement, including biases and a lack of mentorship opportunities. More initiatives are needed to support women’s career growth and address these gender biases. Balancing work-life responsibilities is another major challenge. Many women in the convenience industry juggle demanding work schedules with family responsibilities, which can be overwhelming. Creating a more supportive environment with flexible work options and better work-life balance can help address these challenges.

What is the biggest challenge faced by the industry as a whole in 2025? The current economic conditions are challenging, with rising inflation affecting consumer spending. But the convenience channel has always been resilient and adaptable. By embracing new technologies and focusing on customer experience, we can navigate these challenges. Investing in employee development and creating a supportive work environment can help us attract and keep the talent we need.

What makes you feel positive about the future of convenience retail? This industry keeps innovating and adapting. Tech advancements, a focus on health and sustainability, and better customer experiences are driving things forward. Plus, convenience stores are becoming community hubs, and there’s a lot of investment in developing employees.

What advice would you give to a young woman considering a career in convenience retail? Grab every growth opportunity, find mentors and build a strong network. Stay flexible, and trust in your abilities.

What is the best piece of professional advice you have been given? Be yourself and stay authentic. It’s easy to get caught up in trying to fit in or meet others’ expectations but being true to who you are is super important. When you’re genuine, people can tell, and it helps build trust and better connections with colleagues and customers.

Who is your business icon? I’ve had the pleasure of working with An Vermeulen, the chief public affairs, communications, and sustainability officer at CCEP. She is a dynamic and inspiring leader who motivates others to be their authentic selves. She has a real passion and dedication and a unique ability to bring out the best in everyone around her.

Who is your personal icon? My grandma. She was an incredibly resilient, positive and determined woman. She’s been a huge source of inspiration in my life.

What I couldn’t live without? Exercising. It isn’t just about staying fit for me; it’s my way of clearing my mind and recharging. Hitting the gym helps me manage stress, stay focused and boost my mood. Plus, it’s a great way to disconnect from work and have some ‘me’ time.