Who's top of the table in catering?

David Ford: Chief Executive, Gardner Merchant

David Ford: Chief Executive, Gardner Merchant

Long service is the norm in catering because it is so exciting. But it is a fight to raise our profile. Traditionally in the UK the service industry has little value or recognition - there seems to be a general difficulty in distinguishing between service and servile. We are involved in all sectors and become a sort of barometer for industry. We can usually tell how well the economy is doing by the state of the executive dining room.

The definition of contract catering is changing massively. It now encompasses schools, blue-collar businesses, the NHS; we've even got four restaurants with Gary Rhodes. I do enjoy the breadth of the business and the sheer loyalty and dedication of those who work in the industry.

I am not a caterer by background but I am passionate about food. I bring the customer's viewpoint as opposed to the technician's. The customer is becoming more knowledgeable about food, and expectations are rising. This leads to stiff competition - in the UK there are three large organisations fighting on the world stage. But it is important to have strong competition so we do move on and push ourselves to provide the best.