Shift to Vertical: David Haines, Group CEO, Flora Food Group

What does it take to stay connected to your customers when scale and complexity threaten to pull you away? In this episode, Jimmy Allen sits down with David Haines, Group CEO of Flora Food Group, to explore how leaders can keep their focus vertical - anchored in the customer and the frontline, while running global organizations. From his early days at Mars and Vodafone to leading GROHE and Flora, David shares stories of how listening, curiosity, and relevance shaped his approach to leadership. He shows why great strategy starts on the shop floor, how moments of truth can differentiate a brand, and why humility and honesty are the CEO’s most underrated tools. We’re also joined by Iona Gaskell, Head of Artist Voice at Abubilla Music, who brings a creative perspective on building authenticity and resonance. Together, they unpack how purpose, simplicity, and connection fuel lasting growth, and share the secret tools for staying truly vertical: humanity, transparency, and care. Join the Conversation: To learn more check out the Founders Mentality website or our CEO Insights hub: https://www.bain.com/founders-mentality/ https://www.bain.com/insights/topics/ceo-agenda Learn More: Micro-battles and the Journey to Scale Insurgency - Article (https://www.bain.com/insights/micro-battles-and-the-journey-to-scale-insurgency/) An Introduction to Micro-battles - Video (https://www.bain.com/insights/james-allen-an-introduction-to-micro-battles-video/) On Building Communities - LinkedIn Post (https://www.linkedin.com/posts/jamesallen-_as-part-of-the-%F0%9D%90%85%F0%9D%90%A8%F0%9D%90%AE%F0%9D%90%A7%F0%9D%90%9D%F0%9D%90%9E%F0%9D%90%AB%F0%9D%90%AC-%F0%9D%90%8C%F0%9D%90%9E%F0%9D%90%A7%F0%9D%90%AD-activity-7346480364657270785-SI3r/) Flora Food Group Manifesto: Financial and ESG Summary 2023 ; Page 12-13) (https://www.florafoodgroup.com/-/media/project/upfield/corporate/upfield-corporate/supplier-centre/esg-centre-pdfs/esg-reports/current-years/financial-and-esg-summary-2023.pdf?rev=95bbb9295c0f4c1bb89fd58bc2b73b4e) Flora Food Group Manifesto: Financial and ESG Summary 2022 ; Page 22-23 (https://www.florafoodgroup.com/-/media/project/upfield/corporate/upfield%20corporate/supplier%20centre/pdfs/upfield_annualsummary_esg_2022-1.pdf) Bain & Company LinkedIn (https://www.linkedin.com/company/bain-and-company/) Bain & Company X (https://x.com/BainandCompany) Jimmy Allen LinkedIn (https://www.linkedin.com/in/james-allen-3442b/) David Haines LinkedIn (https://www.linkedin.com/in/david-j-haines) Iona Gaskell LinkedIn (https://www.linkedin.com/in/iona-gaskell/) About Founders Mentality Founder’s Mentality: The CEO Sessions is a leadership podcast hosted by executive advisor and bestselling author Jimmy Allen. Each episode features candid conversations with top CEOs, from Audible to Walmart to AWS, as well as artists, comedians, and other unconventional thinkers. Together, they share the lessons that shaped their growth, the “aha” moments that redefined their work, and the surprising ways reinvention happens at every level. Whether you’re a CEO, an aspiring leader, or simply curious about leadership, influence, and business at scale, this podcast will challenge and inspire you, one story at a time. About the Host: Jimmy Allen is an Advisory Partner at Bain & Company with over 35 years’ experience advising leading organizations. He’s the author of multiple best-selling books on growth and leadership and the host and founder of Bain’s Global CEO Community Forum. Jimmy is a regular speaker at global business events, including the World Economic Forum, and serves on the Botswana Economic Advisory Council. Outside of consulting, Jimmy started his own record label (Abubilla Music) in 2008 and supports Singing Wells, a project dedicated to preserving Kenyan village music. Bain & Company: Founder’s Mentality: The CEO Sessions is brought to you by Bain & Company, a global consultancy trusted by the world’s most influential business leaders. With decades of experience guiding organizations through growth, transformation, and leadership development, Bain’s executive insights offer what it takes to lead at scale.