Meet the Team: Lee Woodger

Here at NCASS, there’s a passionate team working behind the scenes every day to make sure members get the most out of their membership – and we thought it was about time you got to know them!

We next speak to Lee, who leads the membership team at NCASS and is responsible for ensuring the association continues to enhance the value, support and services it provides to members, driving the organisation’s ongoing growth and development.

With a career spanning membership, stakeholder engagement and business development, Lee Woodger brings extensive experience from a range of sectors. Before joining NCASS, he worked in education and training, spent seven years with Calor Gas, and then 17 years with the National Farmers’ Union (NFU).

During his time at the NFU, he was involved in a wide range of initiatives, from lobbying in Westminster and Brussels to supporting food procurement for the London Olympics. He also spent ten years as Head of Membership, helping to deliver significant growth in both membership numbers and income.

What are the most common challenges members come to NCASS for help with?

Many members are looking for practical support to help make their businesses more profitable and efficient. Common challenges include understanding compliance and regulations, streamlining operations, finding ways to reduce costs, accessing training for themselves and their staff, and identifying opportunities to reach new customers and markets.

Running a business can be demanding, so members often value having expert guidance available when they need it.

What do you think members value most about being part of NCASS?

I believe members value knowing that they have a trusted partner supporting them throughout their business journey. Whether it’s expert advice, training, compliance support, business guidance or simply having someone to speak to when challenges arise, members appreciate that NCASS is there to help them succeed.

They also value being part of a community that understands the realities of running an independent food business.

Is there a moment where you’ve seen NCASS make a real difference to a member’s business?

There isn’t one single example that stands out because we see it happen regularly. One of the most rewarding parts of the role is hearing from members who have overcome a challenge, improved their business performance, secured new opportunities or gained confidence thanks to support from the team.

Knowing that our advice, training or guidance has helped a business grow is always incredibly satisfying.

How do you manage and support the membership team?

I’m fortunate to work with a fantastic team who are passionate about helping our members succeed.

The team includes Liz, Sarah, Amber, Ryan, Ed and Selma, who focus on providing outstanding support and service to our members every day. We also have Becky and Gary, who speak with prospective members and help them understand how NCASS can support their businesses. Alongside them is Laura, our Member Engagement Manager, who is constantly looking at ways we can improve the member experience and deliver even greater value.

My role is to provide direction, support and development opportunities, while ensuring everyone feels empowered to make a positive difference for our members.

What are the biggest priorities for you and your team?

Our biggest priority is engaging with as many members as possible to understand their needs and help them grow their businesses.

We’re continually looking at how we can improve the support, services and resources available to members while ensuring they get maximum value from their membership. We also focus on helping members become more profitable, develop new skills, access new opportunities and stay ahead in a fast-changing industry.

What are the biggest operational challenges in managing a growing membership community?

As membership grows, one of the biggest challenges is maintaining a highly personal service while supporting an increasing number of businesses.

It’s important that we continue to understand members’ individual needs, communicate effectively and ensure our services evolve alongside the industry. Balancing growth with maintaining high standards of support is something we’re always focused on.

What do you enjoy most about working at NCASS?

The people. I genuinely enjoy working with both our members and the NCASS team.

Our members are passionate, hardworking and incredibly resilient, and it’s rewarding to see the impact our support can have on their businesses. I also work alongside a talented team that shares a genuine commitment to helping members succeed, which makes every day enjoyable.

What’s your one top tip for members?

Never stop listening to your customers. The businesses that succeed over the long term are often the ones that adapt, innovate and continuously improve based on customer feedback and changing market trends.

What’s your go-to comfort food?

A chicken madras or, if I know it’s not going to be a phaal, a chicken vindaloo. Like it hot and spicy – just not too hot & spicy.

And then the fortnightly (when we have the kids) Sunday roast.

What would you name your food truck?

As a kid I used to play the computer game called Valhalla and ever since, I’ve always wanted to own a business with that title.

So, Valhalla Street Eats – because everyone deserves a feast worthy of the gods. Plus, it sounds much better than “Lee’s Lunches”!

What are some fun facts about you?

• Long suffering Birmingham City supporter
• 2 children Ed 15 and Connie 13
• Married Suzanne in 2022 which included inheriting a stepdaughter, who is now 19
• Maybe hard to believe but I have a GCSE in Contemporary Dance
• Been inside 10 Downing Street a few times
• Organised the annual NFU awards night inside the House of Lords