In a bid to fuel its growth, Brisbane contract manufacturer Vision Made Co (VMC), which produces health and fitness supplements, has hired Youfoodz founder Lance Giles as its new Chief Executive Officer. Giles comes on board with a specific brief: to drive VMC to a targeted $100 million in revenue in the next two years.
A Proven Track Record in Scaling Businesses
Giles’ appointment adds depth of experience to VMC. Giles started Youfoodz in 2012, turning it from a startup into a listed company with more than 1,000 staff members and a turnover of more than $200 million annually. HelloFresh acquired Youfoodz in 2021 for $125 million, another milestone in Giles’ entrepreneurial career. His leadership played a crucial role in expanding Youfoodz, especially in its retail division, and something he did in partnership with Joshua Spurway, the founder of VMC and ex-business development manager for Youfoodz.
Spurway, VMC’s 2021 founder, will move into a head of commercial position, handling customer relations and innovation. The restructuring enables Giles to focus on the operational and financial strategies of the company and seek to match the quick expansion he saw at Youfoodz.
Strategic Vision for Growth
Under the guidance of Giles, VMC intends to have a world-class manufacturing plant in Brisbane over the next two years. The plant will increase production capacity and help the company realize its goal of being “the most trusted and sought-after supplement manufacturer in Australia.” Giles envisions great potential for the contract manufacturing model of VMC with a diverse range of customers including domestic and international brands.
The growth model for the company focuses on operational effectiveness and financial prudence, sectors where Giles has shown competence in his earlier businesses. With his experience, VMC will look to grow aggressively without sacrificing the quality and consistency expected by customers.
A Collaborative Leadership Approach
VMC leadership change is indicative of a joint strategy for business expansion. While Giles will be more concerned with operations and finance, Spurway will ensure customer interaction and innovation in products. The “divide and conquer” strategy here is aimed at leveraging the strengths of each leader so that VMC is able to remain agile and adjust to market needs.
The return of Giles to the health and wellness sector is a strategic decision, coinciding with his love for the industry and successful past experience. His guidance will help VMC emerge as a strong contender in the Australian manufacturing of supplements, both in terms of revenue expansion and industry development.
As VMC sets out on this aggressive growth path, the company is in a prime position to make significant advances in the health and fitness supplement industry, with Giles at the forefront charting its growth and operational excellence.
