Trends analyst and copywriter based in Leeds, UK. Currently juggling words for Green Queen, FoodHack, thefoodpeople, and more.
Intro
Hi there, I’m Nicola, a freelance trends analyst, content writer and retail consultant with over ten years’ experience in UK and international retail. Before taking the leap into freelancing, I spent six years at Morrisons, a major UK supermarket, first as a buying manager and then as a trend and innovation specialist, working with the chefs in the test kitchen at head office. They weren’t celebrities, unlike a few I worked with earlier in my career, but they were still pretty fun. I’m a born foodie and love words, so it made sense to merge my two worlds and start writing about all the exciting things happening in food.
Portfolio - click the links below to see samples of my work
My CV
I've spent most of my career working with trends, whether that be through forecasting the colours and cuisines that customers would love when I was developing products for Jamie Oliver, or picking the patterns and shapes for homewares at Morrisons. In my most recent role, the first of its kind at Morrisons, I analysed global trends and used them to set the direction for food development across both seasonal events and focus product categories.
I’ve been writing for most of 2020 and work with clients across the globe. Newsletters, interviews or deep-dive trend articles are my main bag, but I also manage certain clients’ social media content as a brand ‘voice’. I sometimes work on pack and catalogue copy, and am fluent in French so can translate or write for French-speaking markets.
All works on this site are the property of my clients and are featured here with their express permission.