Fuelled By Ambition...Isabel Durdy

We caught up with one of our incredible members Isabel Durdy, Seafood Buyer at Sofina Foods Europe, to get to know more about her career journey and ambitions for the food industry. As part of our campaign 'Fuelled by Ambition' we're sharing the stories of our community and asking them to define ambition in their own terms, as well as give us as insights into their career journeys so far.

Tell us about your current role and how you got there. 

I began my career in fashion buying, attending supplier meetings with brands such as Ralph Lauren, Max Mara, and Moschino with a shop called Robinson’s of Bawtry. I subsequently enrolled at Manchester Metropolitan University; however, I quickly realised that a traditional university path was not right for me at that time. While this initially felt like a setback, it became a pivotal moment in shaping my career.

I joined Hilton Foods as a Junior Buyer, responsible for packaging, ingredients, and indirect procurement for the seafood site. Through strong mentorship and continuous challenge, I established a solid foundation within the food industry and progressed rapidly through the business. I left Hilton Foods as a Group Senior Buyer for Group, jointly responsible for over 25 sites across packaging and ingredients, driving cost-saving initiatives and strategic procurement agendas. Seeking my next professional challenge, I moved into the complex and dynamic area of fish procurement to broaden my industry knowledge. This sector has presented both significant challenges and opportunities - from quota cuts to vessel losses - ensuring no two days are the same.

Currently, at Sofina, I operate as the Speciality Seafood Buyer, managing a diverse portfolio primarily focused on farmed seafood, alongside some wild-caught raw materials. I remain extremely grateful for the relationships and mentors who have supported and challenged me throughout my career. Now 25 years old, I continue to strive for growth and progression through determination and hard work. While I have experienced failures and setbacks - most notably leaving university - I now see these moments as defining. Notably, the day my university class graduated coincided with my promotion to Senior Buyer. The food industry is fast-paced and demanding, but it is an exciting environment and a challenge I am motivated to embrace every day.

What would you say your top strength or superpower is and how has it helped you in your role?

I would say my superpower has been the relationships I strive to build – this has helped me though my career and in hard situations.

Tell us about one of the biggest challenges to date in you career and one key learning you took from it?

One of the most significant challenges I have faced was the loss of a key strategic cold-water prawn supplier vessel due to it sinking. Beyond the immediate commercial impact, the situation required careful and empathetic handling, as it was an extremely distressing event for the supplier and the crew involved.

While the initial instinct in such circumstances can be to focus solely on stock availability and supply risk, it was important to approach the situation with humanity and perspective. The vessel issued a mayday call at 3:00 a.m., and the safe rescue of all crew members was the foremost priority.

By maintaining open, supportive communication with the supplier and leveraging the strong relationships already in place, we were able to work collaboratively through the disruption. All retail partners showed understanding and compassion, and through effective contingency planning, additional stock was secured on the next available vessel, ensuring continuity of supply.

Who has influenced or inspired you along the way and what impact have they had on you?

I am always thankful for Andrea Jex and Mark Heading at Hilton bringing me over to Group team – I believe that they really pushed me from an early part of my career, and I don’t think I would be in a position I am now without their guidance and different ways of working. Equally, when coming into Sofina, the guidance and handover of Mark Segar who was a fountain of knowledge.  

Our ongoing campaign is called Fuelled by Ambition where we celebrate ambitions both big & small. When you think about ambition, what does it look like for you at this stage of your life and career?

As I am still in the early stages of my career, my ambition is focused on continued progression within the organisational hierarchy. I am committed to building my knowledge, capability, and experience to develop into a subject-matter expert within my field and to add increasing strategic value to the business.

Looking ahead, what would you love to see change, improve or grow in the meat/food industry?

What I would love to see is more younger people in the industry- especially in my field it is heavily male dominated in the later part of their careers.

Quickfire questions:

What’s your favourite cuisine?

Indian food.

Favourite pastime or hobby?

Spending time with my friends, normally consists of a glass of fizz and shopping.

If you had to pick your soundtrack song to get you through the working day, what would it be?

2000’s/ 90’s RNB.

Favourite holiday destination?

Favourite holiday was the Maldives with family friends. There were 4 families, and it felt like we took over the island. Such a beautiful place.