Meet the Team: Adam Palethorpe

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 speak to NCASS Marketing Director, Adam Palethorpe, who started at NCASS over 15 years ago as a Graphic Designer.

What does your role as Marketing Director at NCASS involve day-to-day?

It’s about setting direction and making sure things actually happen. I’m responsible for growing awareness, driving membership, and making sure members see and use the value. Day-to-day, that means working with the team on campaigns, improving journeys, solving problems, and keeping a close eye on what’s delivering results.

I also seem to have become the office’s unofficial handyman… although Mark Jobe (NCASS Financial Accountant) been taking some of that off my hands lately – thanks Mark!

What drew you to work with NCASS and the independent hospitality sector?

It wasn’t the sector initially, it was the opportunity to join a small team and take ownership of the design and creative direction. Having the freedom to build something and do what I enjoy just felt right and I could see the passion, and the potential. NCASS was a great fit. Back then it was just Bob Fox (NCASS Founder), Alan Fox (NCASS CEO), Mark Jobe (NCASS Financial Accountant) and me, working out of a converted garage and covering everything between us which was a real journey! Supporting independent businesses and enabling them to do something they genuinely care about has been a big bonus, I’m a sucker for that entrepreneurial spirit.

What’s something people might not realise about the work NCASS does?

Probably how much we actually build ourselves. There’s a mindset across the business of ‘why can’t we do that for members?’ – which means we go way beyond the traditional association model. We don’t just represent the sector, we design and build the tools members use day to day, largely in-house. When you step back and look at everything included, it’s a lot more than people expect.

What are some of the biggest challenges facing NCASS members right now?

Costs are the obvious one, but just as big is time – or lack of it. There’s very little headspace to step back and improve things. Most are wearing every hat: owner, chef, compliance, marketing, accounts, the lot. Margins are tighter, expectations are higher, and there’s more to juggle than ever. Balancing it all, figuring out what to offload, and actually working on the business instead of just in it can feel almost impossible.

Reality is you can’t do everything – so identify and focus on what drives the result you’re looking for, be consistent, and give yourself some slack along the way.

How does NCASS help businesses stay ahead in such a fast-moving industry?

We focus on simplifying things – giving members tools, advice and systems that save time and keep them compliant without it becoming overwhelming. It’s about helping them stay on top without adding more pressure.

We’re also always working behind the scenes to stay ahead of legislation and industry trends, so members are well prepared before things change. A good example is the shift to digital compliance – those systems can be expensive for small businesses, so we built our own and included it as part of membership and it’s gone down a storm.

What’s been one of the most rewarding moments in your role so far?

I can’t think of a particular moment but seeing our ‘I’m a member’ stickers or certificates proudly displayed, and getting reviews about how we’ve helped members. And on a more personal note, I love when we’re out and my kids spot our logo and say, “Daddy, it’s your sign!” – that always makes me smile.

Why is it so important to champion independent food businesses?

Because very few people are doing it purely for real independents. Being independent brings creativity and individuality, but it can also be isolating – you can’t do everything on your own. That’s where the power in numbers comes in, and it’s something we strongly believe in.

What inspires you most about the people you work with?

They care about what they’re doing and the members we’re doing it for. When people bring ideas and challenge things to continually improve, that’s really inspiring and signals we have the right people in the business. We cant do what we do without that kind of mindset.

What’s your go-to comfort food?

What a ridiculously tough question. I’ve recently become totally addicted to those Franks hot sauce mini cheddars. (They’re limited edition so I’m stocking up). If you’re talking real food – I love baby back ribs, but again, they have to be spicy too.

Your favourite independent?

Dick’s Smokehouse takes my top spot and close second is Greidy’s – can’t go wrong with either of those.

Fun Fact about you

I have an unreasonable obsession with being outside whenever I can – and I’ve dragged my kids into it too. We’re that family who will head to the park in a full downpour like it’s completely normal.

We’re talking setting up a tarp shelter in the garden and having a cuppa under it with the kids in a storm level of commitment.

One of my favourite moments was being out in a local park in absolutely horrendous weather, spotting another family doing exactly the same thing and thinking ‘fair play’… then realising it was Sophie Haigh (NCASS Content Manager) from my team…