Peter Fredborg Nielsen brings a wealth of experience and strategic vision to Airwatergreen. This conversation offers a glimpse into his professional background, initial impressions of Airwatergreen, and his strategic goals for the company’s sales and marketing efforts.
Peter’s background and initial impressions
Peter’s impressive 24-year career in the international food industry has equipped him with a deep understanding of market dynamics and customer needs. His extensive background spans various segments, including the processing industry, distribution, retail, food service, and food trading. This comprehensive experience has given him insight into the entire value chain, from production to the end buyer.
Peter Fredborg Nielsen spent 12 years in the dairy business, working for Denmark’s largest privately owned dairy company, managing international sales and marketing of dairy products to 50+ countries. Prior to this, he worked for 10 years at Emborg Foods, a Danish food trading company currently owned by Uhrenholt, where he was responsible for global exports of a wide range of food products. During his tenure there, he lived in Dubai for three years, heading up operations in the Middle East and working closely with retailers and wholesalers.
Marketing has always been a part of Peter’s roles. From billboards, product videos and in-store campaigns to events and online marketing, he has been involved in various promotional activities on a global scale. He has also conducted chef seminars and master chef sessions worldwide, promoting Danish food products. Before joining Airwatergreen, Peter spent two years in the seafood processing equipment industry, focusing on commercial growth and strategic sales development, among others adding new sales people and agents to the organisation.
When asked about his initial impressions of Airwatergreen, Peter expressed his excitement about the company’s innovative growth strategy and unique patented technology. However, he was also surprised and motivated by the challenges of selling Airwatergreen’s products, particularly the complexity of communicating the technology to customers. This experience underscored the critical importance of clear and effective communication in sales.
Strategic Goals for Airwatergreen’s Sales
Peter’s primary goals at Airwatergreen include effectively segmenting the market and prioritising key segments. He believes in identifying the most promising customer groups and tailoring strategies to meet their specific needs. Conducting thorough market research and developing detailed buyer personas are essential steps in this process. Peter emphasises the importance of focusing resources on the segments with the highest potential for growth and profitability.
“We are offering a green tech solution with considerably lower energy consumption, and for me, that’s a driver. It’s a plug and play solution where you immediately from day one will start seeing improved indoor climate and also reduction of the energy.”
Creating demand for Airwatergreen’s products is another critical goal for Peter. He aims, together with the commercial team, to generate interest and educate potential customers about the benefits of the technology. Developing informative and engaging content, hosting webinars and workshops, and leveraging customer testimonials are some of the strategies he plans to implement. Peter understands that building credibility and showcasing real-world success stories are vital to creating demand.
To scale sales efforts, Peter stresses the need for onboarding new agents and key account managers effectively. A structured onboarding process and ongoing support are crucial for their success. Peter highlights the importance of developing a comprehensive onboarding program that includes product training, sales techniques, value propositions and company culture. Pairing new employments with experienced mentors and providing continuous support ensures a smooth integration into the team. Establishing clear performance metrics and regular check-ins help track progress and address any challenges.
Peter believes in delegating responsibility and empowering employees at all levels of the organisation. This approach fosters a sense of ownership and accountability, leading to better performance and job satisfaction. Defining clear roles and responsibilities for each team member avoids confusion and overlap. Encouraging employees to make decisions within their areas of responsibility and providing the necessary resources and support is key to empowerment. Recognising and rewarding employees for their contributions motivates and retains top talent.
Enhance and strengthen
With Peter’s extensive experience and strategic vision, the company is well-positioned to navigate the complexities of its industry and achieve significant growth. By focusing on commercial mind-set and leadership, market segmentation, creating demand, and empowering employees, Airwatergreen aims to enhance its sales and strengthen its market presence.
