It is with great pleasure that we’d like to announce that Waldo Spies has been appointed as Managing Director for FreshStop.

Waldo has been in retail for over 25 years and he joined the company at the inception of the FreshStop brand 15 years ago. Waldo has played a key role under Joe Boyle’s leadership in growing the FreshStop brand and footprint, with FreshStop boasting 330 stores across South Africa and now expanding in Southern Africa. It is a division that continues to excel, despite the fierce competition within the convenience store sector, and a division that has excelled in navigating the changing ownership of the fuel brand from Caltex to Astron Energy.

Joe Boyle will continue in his current role as CEO of FreshStop, playing a key part in mentoring Waldo in his new role and any leadership restructuring.

Waldo brings an incredible energy as well as a genuine passion for retail.  He has also been a great leader and builder of people in his team and we have no doubt he will be a huge success in continuing to grow our FreshStop brand across Southern Africa.

We wish Waldo the best of luck in his new role.

-Brian Coppin, Group CEO of Food Lover’s Holdings

Waldo Spies shares his successes and challenges of 2024:

Waldo Spies, head of buying and marketing shares the success of the FreshStop buying and marketing department in 2023. The department’s core focus for this year was to increase store sales, with a strong focus on strategic category growth with increased promotional margins to have an overall growth in in-store gross margin. This was to be achieved through aggressive promotional campaigns on categories that set the business apart from competitors. It has been an exceptional year marked by groundbreaking campaigns that generated positive buzz for the FreshStop brand.

Read more here: Tenacity In the marketing and buying department