Food Innovation


A Dedicated Team of Experts


Our Food Innovation team are a key touchpoint for our customers, providing insight and food led solutions that allow our customers to overcome any challenges they face.

Our Developement Chefs Rob & James have over 30 years experience within the hospitality industry and they work closely with our Insight Manager Anna to ensure those solutions align with the latest in industry, sector and consumer research.

As each sector across Destination Leisure and Cost Sector face such diverse challenges, the Food Innovation team work alongside our specialist Account Managers to ensure a deep understanding of their specific customer needs, working together to find a solution that will be achievable both practically and in terms of cost.

Having worked together previously Rob and James are a culinary dream team who are passionate about food and working with our customers to innovate and develop their menus. No matter the challenge, they can support with;

  • Recipe and menu development
  • Training
  • Taste testing
  • Food photography

Rob Owen, Executive Development Chef


We are delighted to complement our core products and added value offering with our Executive Development Chef, Rob Owen.

With his fantastic sense of humour, personable approach and wealth of experience in the trade, Rob works with our customers to understand the needs of their consumers, product offering and commercial requirements before supporting them with menu development, product testing, innovation and more.

Rob joined the company in January 2015, after working as a Chef for more than 16 years. He started his career at Raymond Blanc’s Brasserie chain and he has also worked at The George Hotel and Monty’s Brasserie in Cheltenham – where he earned two rosettes for his work.

James de Jong, Development Chef


James has recently joined the Food Innovation team after 15 years within the hospitality industry. Moving to London at the age of 22 gave James the opportunity to work with some fantastic chefs in some of the best restaurants in the city. After two years working at Michelin Bib Gourmand gastro pub The Drapers Arms, James was promoted to head chef where he continued to perfect his skills for another three years and was lucky enough to appear alongside Raymond Blanc in his BBC 2 programme How to Cook Well.

Following two years at Sager & Wilde restaurant Mission which received 5 stars in London's TimeOut magazine, James returned to his hometown of Cheltenham and worked as Head Chef at The Tavern before joining the team at Creed. 

Using his experience of designing menus to tight budgets and working with multiple dietary and nutritional needs, James is our dedicated Education and Care sector Chef, on hand to support with suitable solutions to challenges faced within the cost sector.

Our Venues


  We have a number of venues across our depots specifically dedicated to supporting our customers, designed to inspire and innovate.

Food Innovation Centre

Our state-of-the-art Food Innovation Centre, based in Cheltenham, is an invaluable resource, available for you to use for hands-on sessions.

The Barn

For those specifically interested in outdoor cooking concepts, The Barn is equipped with the latest in innovative outdoor cooking equipment.

High Wycombe

Designed for customers with a coffee shop style offering, The Hub is perfect for those within the Destination Leisure or Hospitality sector.

Food Photography & Nutritionals


Apicbase is our menu and recipe management software. It’s a cloud-based software service that enables our customers to capture stunning images of their recipes alongside full nutritional information.

Our Apicbase photography system is housed within the Food Innovation Centre, and access can be provided for all recipes that are shot using the system during your visit. It can be used to:

  • Capture creativity – it enables you to store images of your ingredients and recipes safely on the cloud.
  • Build a recipe library – you can store your recipes with full ingredient and allergen information
  • Menu engineering – use a selection of your stored recipes to build informed and creative menus
  • Encourage consistency – this is ideal with businesses that are operating across multiple sites. It provides catering staff with both a visual and accompanying information to provide consistency for larger teams.

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