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!
Meet Sarah Loutfi, who joined NCASS earlier this year as Industry and Stakeholder Engagement Manager. Sarah brings more than 20 years’ experience working at senior levels within UK membership and trade associations, with expertise spanning membership acquisition, retention and engagement. She moved into the hospitality sector in 2023, leading the membership function for the beer and pub sector trade body, the BBPA.
You’ve worked across membership and trade associations for more than 20 years – what drew you to NCASS and the independent hospitality sector?
Independent hospitality is the backbone of most communities – we meet our friends in cafes, celebrate key life events in pubs and bars, create powerful memories at festivals and events, many of us have our first job in a local independent hospitality business – it is in my view, one of the most important sectors to work in! There is also the added bonus of the sector being fun, constantly changing and full of a diversity of people. Cooking and food is a particular love of mine, so the chance to work with and for people who are as passionate about food as I am, was an instant draw.
What does industry engagement look like behind the scenes?
We are constantly thinking of new ways in which to raise the profile of NCASS and shout louder for our members about the things that matter to them most. We are working on a wide range of projects from a new programme of webinars on hot topics within the sector to establishing NCASS’ first ever Ambassador Scheme which is very exciting!
I have learned that hospitality is under incredible pressures in these almost unprecedented times and that it is the resilience of the people that make hospitality businesses happen, that has allowed the sector to thrive and continue to flourish.
What do you think independent hospitality businesses bring to the UK that sometimes gets overlooked?
I think with independence comes creativity – not being beholden to work to particular recipes, menus or approach. This is really valuable as it is an environment in which true innovation can blossom.
What makes a really good relationship between a membership organisation and its industry or stakeholder partners?
Communication! Keeping relationships warm through regular dialogue and the sharing of information – we are all aiming towards the same goal, we all care about the sector and its future, so working together, transparently and with good will is definitely very important.
What are some fun facts about you?
Aside from socialising with family and friends, in my free time I am a keen cook and wine enthusiast, I enjoy listening to and playing music. I am also an avid reader, I am rarely to be found without a book in my hand. I recently finished a biography of George Sanger, famed circus proprietor and showman of the 1800s. If you haven’t read it I highly recommend – an absolutely wild story!
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