A clear strategic course

In 2024, Jester Strategy helped Hillfresh recalibrate its strategy. In the new strategy we set direction together, brought in further market and client segmentation, and made an explicit strategic connection between sourcing and commerce. We also explored how Hillfresh can deliver sustainable value for its people. The entire strategy was then translated into concrete, executable annual plans based on the OGSM method.

In 2025, Hillfresh made great strides in executing the strategy. At the same time, the management team wanted to look further ahead than the existing planning horizon. Market developments were following each other rapidly, the sharpened positioning called for further depth, and the strong initial results raised fundamental questions about the longer-term course. Hillfresh asked Jester Strategy to reflect together on what had been achieved, to guide a structured exploration of the strategic course towards 2030, and then to sharpen the priorities for 2026.

Jester Strategy designed and facilitated a number of strategy days combining reflection and looking ahead. During these sessions we paused to consider the progress and impact of the current strategy and choices made, before turning towards future opportunities, strategic dilemmas and organisational objectives. By structuring the discussions and making strategic options explicit, Jester helped the management team bring focus and clarify choices.

The strategy days resulted in a shared perspective on the course to 2030 and correspondingly sharpened priorities for the medium term. The 2026 annual plan was also drawn up. Hillfresh now has a solid, clear foundation to keep making "The peak of fresh produce" a reality.