Our Mission
AccelerEast was founded on the belief that the East of England is one of the UK’s most exciting regions to start and grow a business. We equip businesses in the East of England with the commercial and sales expertise they need to thrive.
AccelerEast was founded by Joe Cordy (below on a favourite Suffolk beach), who, after leading commercial and sales teams at some of the UK’s most successful businesses, now channels his experience and passion for the East of England into helping companies in the region to succeed.
"During his time with us at Paddy & Scott's, Joe was a highly valued member of our senior leadership team and played an important part in a significant period of positive change and growth for the business. I would highly recommend him to any business looking for strategic commercial leadership, not only will you get his extensive skills and experience, you will also be working with a thoroughly decent human being with a strong set of values, who believes that business can be a vehicle for positive change in the world"- Jon Reed, CEO and Co-Owner- Paddy & Scott's
Why Do You Need A Fractional Commercial/Sales Director?
Many East Anglian businesses struggle to grow without senior commercial expertise, but hiring a full-time director can be costly. A fractional commercial or sales director gives you senior sales, commercial, and business development leadership exactly when you need it. They bring fresh ideas, hands-on support, and strategies to unlock new markets and build scalable revenue, meaning you get expert guidance and accelerate growth, without the overheads of a full time hire.
Background and Experience
Some of Joe's previous roles and the brands he has worked with are detailed below
01
Paddy & Scott's- Commercial Director
As Commercial Director at Ipswich-based Paddy & Scott’s- one of the most exciting, socially driven coffee brands on the planet Joe led the charge across all sales and marketing in both B2B and D2C channels. He was part of the Senior Leadership Team that delivered standout B2B growth in the core hospitality division, by driving expansion with existing customers and securing major new national hotel, pub, and restaurant groups. At the same time, he scaled the brand’s ecommerce presence, fuelling rapid growth in the D2C division.
02
Thompson & Morgan and Suttons (Branded Garden Products)- Head of B2B Sales
As Head of B2B Sales at Ipswich-based Thompson & Morgan and Suttons, two of the UK’s most established gardening brands Joe transformed a declining division into a high-growth engine, delivering double-digit year-on-year growth. He drove this turnaround through a full team restructure and culture reset, securing major new contracts with national garden centre groups and DIY chains, launching new products, and spearheading the development of a new ecommerce marketplace platform. Alongside this, he successfully led the integration of Suttons following its acquisition, and as part of the senior leadership team, helped steer the business through the challenges of Brexit.
03
Borg & Overstrom- Global Head of Sales
​As Global Head of Sales at Norwich-based Borg & Overström, a leading manufacturer of premium drinking water solutions Joe led an international sales team and distributor network spanning 50+ countries. He steered the business through a crisis period while still delivering record-breaking sales and strong year-on-year growth. Joseph also drove a strategic overhaul of the company’s sales processes, introducing a new sales playbook that maximised performance and set the foundation for sustained global success.
04
Ferrero- Senior Account Director
Joe led the outsourced UK Field Sales team for Ferrero, one of the world’s largest confectionery giants, with iconic brands including Ferrero Rocher, Nutella, Tic Tac, and Kinder. He managed a 100+ strong national sales force, driving ROI for Ferrero while also overseeing the client relationship at a strategic level. Under his leadership, the team expanded significantly, earning a reputation as industry-leading and setting the benchmark for field sales, so much so that Ferrero rolled out the model globally. Alongside boosting sales and brand presence across the UK, Joe's team successfully launched multiple new product ranges and expanded into new sectors, covering grocery, convenience, wholesale, and foodservice.
Awards and Accolades
Some of the awards Joe has helped teams/businesses to win include:
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Suffolk Business of the Year- Paddy & Scott's- in his first year in role at Paddy & Scott's, Joe entered P&S into the Suffolk business of the year awards, leading the team through the entry process and ultimately winning the top prize
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Field Sales Team of the Year- Ferrero- At the industry leading FMBE awards, Joe's Ferrero's field sales team won the platinum award for team of the year- the highest accolade it is possible to win within the field sales industry
Our Clients:
Media and Press
Below are a few links to some media and press appearances Joe has been involved in, with a particular focus on the fantastic East Anglian businesses he was worked for:
Tech on Toast- Hospitality Podcast
Joe was invited to be a guest on the Tech on Toast Hospitality podcast to discuss the hospitality industry and how to grow as a business in it, the awesome people he worked with and what makes Paddy & Scott's special
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​Doing good through awesome people & incredible coffee with Joseph Cordy, Paddy & Scotts - YouTube
Suffolk Business Awards- EADT
As well as leading Paddy & Scott's to winning Suffolk Business of the Year at the Suffolk Business Awards, Joe was also invited to be an expert judge for the Suffolk Food and Drink Awards
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Meet the Suffolk Food and Drink Awards 2024 judges | East Anglian Daily Times
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EADT Business Awards: Judges discuss Business of the Year award | East Anglian Daily Times
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​Top Garden Industry Retail Influencers- Hortweek
During his time at Thompson & Morgan, Joe was named as one of the gardening industry's top retail influencers, by the industry leading trade publication Hortweek:
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Nourish Food and Drink Innovation Conference
Joe was invited to be a keynote speaker at the inaugural Nourish Food and Drink innovation conference
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​Broadland Food Innovation Centre hosts Nourish 2023 | Eastern Daily Press
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