Concerto Group's Simon Mitchell joins Kerb as MD

Street food organisation Kerb has appointed Simon Mitchell, former group sales director at The Concerto Group, to the role of managing director.

Mitchell has been tasked with developing the commercial side of the Kerb business
Mitchell has been tasked with developing the commercial side of the Kerb business

Mitchell, who officially joined the company on Monday (11 January), told Event he will focus in on two key areas of the business. 

"Kerb has always been run by people who are incredibly passionate about street food, and now we want to take it to the next level.

"My role will be to help the business become more commercial, and to support Kerb's traders, who rely on us."

While Kerb has begun to offer an event catering service, Mitchell explained the company's street food offering shows no signs of slowing down. 

"Our heritage is in the markets and in street food. We don’t want to be seen as event caterers, however it is evident that corporates want the type of food that our vendors provide at their events," he said.

Mitchell added: "Kerb has built an unrivalled reputation for being at the forefront of London’s most exciting street food, as well as nurturing the talent of its traders. We’re delighted to be able to bring this fantastic food to the events market – street food is the future of event catering." 

Kerb’s founder, Petra Barran said: "The appointment of Simon Mitchell as managing director is an important strategic step for Kerb. Simon brings with him lots of commercial and industry experience, and we are confident he will provide the strong leadership needed to harness the power of our talented street food traders."


Mitchell has also recently created Kin, his own event management company, which he will operate alongside Kerb.

"It will focus on building relationships – a lot of event companies talk about themselves, whereas my philosophy has always been to build great relationships with clients and to deliver," he explained.

Mitchell ran his own business, Impulse Events for 12 years, which was sold to Concerto Group in 2011. He decided to join the company at the time, and landed the group sales director role in 2014.

Commenting on his decision to enter the start-up world yet again, Mitchell said: "I wanted to be the boss again, and it was time for a change."  

Kerb is providing all of the food trucks at the King’s Cross site throughout Lumiere London, which begins tomorrow (14 January) and runs until Sunday (17 January).  

The street food organisation was named a finalist in the Caterer of the Year category at the Event Awards 2015

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