Richard Hodgson

Richard Hodgson is at the centre of the next stage of Morrisons’ growth plans as the grocer, which issued results this week, prepares for a period of rapid expansion.

As the first big hitter that chief executive Dalton Philips hired, Hodgson is key to several initiatives that will shape Morrisons’ future.

Hodgson, who was poached last year from Waitrose to be group commercial director, is a heavyweight trader and his experience - at both the John Lewis Partnership-owned grocer and before that value supermarket Asda - made him much sought after.

His move to Morrisons sparked the creation of an entirely new team at the grocer. Reporting to Hodgson and working on the development of Morrisons’ own-label is Belinda Youngs, who joined from Sobeys in Canada.

Hodgson also drafted in chef Neil Nugent from Waitrose to help with the development of own-brand. He has worked with Nugent for some time - he also took him from Asda to Waitrose when he moved there.

Hodgson, described by a former colleague as affable and personable, is credited with spearheading the development of Waitrose’s entry-price own-label range, Essential Waitrose.

The launch of Essential Waitrose in 2009 helped the grocer to hold on to shoppers that might otherwise have strayed to cheaper supermarkets in the wake of the recession. The launch of the range surpassed Waitrose’s expectations and it now accounts for about 17% of its total sales.

Another key initiative in which Hodgson was instrumental was the launch of Waitrose’s advertising partnership with celebrity chefs Delia Smith and Heston Blumenthal.

The duo helped the grocer maintain its position as the supermarket of choice for customers who like to cook and try new things. Over the festive period, sales of Heston’s Christmas puddings led to shortages in the stores and some consumers even traded them on eBay.

Hodgson is no stranger to marketing. At Asda, he was part of the team that ditched the famous ‘Asda Price’ jingle in which shoppers patted their rear pockets and which had been the mainstay of the grocer’s advertising for 30 years.

The shift meant a departure from Asda’s ‘Always low prices’ slogan to ‘More for you for less’. The thinking, Hodgson said at the time, was that price was very important but wasn’t all the grocer wanted to be known for - an approach Asda adopted again last year.

The former colleague said: “Hodgson has a good brain and he’s a really great trader. He will be able to combine his experience of ranging with the new strategy for Morrisons.”

He said Hodgson’s experience at the top end with Waitrose bodes well for Morrisons because the latter is trying to push its point of difference with other supermarkets through emphasising that it has its own farms, factories and in-store butchers. And, he continued, the Asda experience should fit well because Morrisons is also a value supermarket.

Hodgson, 40, was able to move back to his home town of Leeds following his Morrisons appointment. He told Retail Week earlier this month that Morrisons “had a great buzz about the place” under Philips. Hodgson’s energy will be crucial in Philips’ plans to invigorate the business.