Meet the Team: Sophie

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!

Sophie Haigh has been part of the NCASS team for seven years and is the organisation’s Content & Social Manager. After graduating from De Montfort University with a degree in Journalism in 2012, she built her career in PR agencies, working with clients including Mitchells & Butlers, Irwin Mitchell Solicitors, Kubota, and The Marlowes and Kingfisher shopping centres. She now leads NCASS’s content and social media activity, helping to inform, engage and support independent hospitality businesses.

What does a typical day look like for you?

I produce content across pretty much every channel we use, from website copy, blogs and email campaigns to social media, training materials and member resources. My role is all about making sure our members have the information they need, when they need it.

Whether it’s chatting to people for Member Spotlight features, or breaking down complicated legislation into something that’s actually easy to understand, I love finding ways to make useful information accessible and engaging.

I also help answer questions on our social channels, proofread important documents, and keep an eye on how our content is performing so we can keep improving it.

What’s your favourite NCASS project you’ve worked on?

I used to love working on our quarterly magazine for members back in the day. I enjoyed the whole process; content planning, interviewing members to get their input and putting together useful articles. It was always an exciting day when the first batch of magazines arrived at NCASS HQ and our members always loved seeing their name in print!

What’s the best part about working with our members?

I’m lucky that I work within a sector where people are passionate about what they do; it’s not just a job to them, it’s a way of life. The lovely ladies behind The Flygerians said in a recent article that “when you step into an independent space, you’re stepping into someone’s dream, heritage and hustle” and that to me, sums up why it’s so important to choose independent.

I love sampling a dish from a member knowing that there’s a story behind it, whether it’s a treasured family recipe passed down by a grandparent, a menu inspired by travels around the world, or years spent perfecting a signature dish. Knowing the passion, hard work and personal journey behind what our members create makes supporting them incredibly rewarding.

What’s the most exciting trend you’re seeing in food and hospitality at the moment?

Not so much a trend, but I’ve loved seeing how hospitality venues have embraced the World Cup. When the tournament first kicked off, there didn’t seem to be the same level of buzz as previous years, largely because of the match times. But as it’s gone on venues have really stepped up, opening their doors at all hours so people can come together, cheer on the teams and soak up the atmosphere.

After every game, it’s been brilliant to see the celebrations shared across the news and social media, from the crowds at street food halls Boxpark and Herbert’s Yard to independent venues like Rock Hopper Tap Room and The Indian Brewery. It’s a great reminder that hospitality is about so much more than food and drink; it brings people together and creates moments that people remember.

Which social media platform do you think offers the biggest opportunity for independent hospitality businesses?

Instagram would be my first recommendation every time. It’s one of the easiest platforms to use, but it’s also one of the most powerful for hospitality because it’s so visual. Whether you’re showcasing a new menu item, sharing behind-the-scenes moments, announcing an event or highlighting customer reviews, Instagram gives you plenty of ways to connect with your audience through posts, stories, reels and carousels.

It also makes it easy for potential customers to discover your business, and with features like Instagram Shop, you can even sell merchandise or products directly through the app. While platforms like TikTok can deliver incredible results, they often require more time, planning and video editing to stay on top of trends. Instagram, on the other hand is accessible for beginners, effective for experienced marketers, and a fantastic way to build a loyal community around your brand if you post regularly enough.

What’s your go-to comfort food?

Honestly, when I’m at home and don’t have the energy or ingredients to cook much, it’s chicken nuggets, chips and beans with lashings of mayo and barbeque sauce. I’m a 90’s kid through and through!

What would you name your food truck?

Frappes & Focaccia. It does what it says on the tin; combining two of the greatest things in life when you’re sat on a beach in the Med!

What are some fun facts about you?

I have identical twin girls. I was born a Birmingham City supporter – hence my love of Jude Bellingham right now.

The radio show ‘The Archers’ is actually named after my great-grandfather. The show creator Godfrey Baseley lived in the same village as him, asked local families to put their names into a hat, leading to him pulling out the name ‘Archer.’ All took place in a pub called The Red Lion in Alvechurch which is a favourite haunt of mine when I want a red wine by the fireplace in winter.