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Alan Martin
Managing Director
Alan is a highly accomplished finance professional (CGMA) with extensive experience in financial management, strategic planning, and business operations. Having joined the business in 2008 Alan transitioned from the role of Finance Director to Managing Director in 2018. Alan has been instrumental in shaping the company’s financial and long-term business strategy. Alan has a keen interest in Health & Wellness and supports the wider industry with a council position on the Irish Health Trade Association.
Alan feels the quote “culture eats strategy for breakfast” (Druker) perfectly captures the essence of Wholefoods, recognising a close-knit dynamic team that operates like a family business whilst being part of a larger PLC.
A "True Blue" hailing from the north side of Dublin's fair city Alan takes a keen interest in all sports but Gaelic football & Rugby take pride of place.
Kylie Burke
Group IT Director
Kylie brings a wealth of knowledge of the FMCG industry with over 25 years’ experience in the trade and holds a BS(Hons) in Business Information Systems.
Kylie started her career within the Group, joining Wholefoods Wholesale in 1996, where she gained experience in warehouse operations, software implementations and project management. Moving into a specialist Project Manager role in 2017, she has successfully managed the overhaul of various IT systems and implementation of several new systems including ERP, communications, and HR platforms. In 2021, Kylie was appointed to the role of IT Director for the Group and has responsibility for the strategic direction and investment decisions for IT systems and processes. Kylie is results driven and enjoys working in a challenging, fast paced environment, providing solutions to support the continued growth of the business.
In her spare time, Kylie can be found in the outdoors with her partner & dogs, scuba diving (temperature permitting!) or indulging her passion for music at concerts around Ireland.
David Morrin
Commercial Director
David joined the purchasing department of Wholefoods in 2005, and was promoted to Purchasing Manager before moving into a more commercially-focused role, that allows him have more regular contact with customers. In 2023 David was promoted to the role of Commercial Director for the business and would oversee brand, retailer and channel strategies. David has a keen interest in product development and ensuring Wholefoods push to source on trend products while developing existing products within an everchanging commercial environment. The most enjoyable part of the role is collaborating with our retailers/customers who help guide our product decisions and influence where we should be focusing.
David has a Master's Degree in Strategic Management from UCD Michael Smurfit Graduate Business School. In his pare time he enjoys spending time building Lego with his sons and watching Bluey with his daughter.
Paul Gaffney
Technical Director
Paul joined Wholefoods in 1999 having previously managed a health store and therefore has a wealth of industry experience. Having previously managed the purchasing team, Paul has recently taken on the role of regulatory expert and provides our suppliers with advice on the use of ingredients and packaging claims when launching new products in the Irish market.
Ronan O’Flynn
Commercial Sales Manager – Health Stores and Pharmacy
Ronan joined Wholefoods in 2011 with a long established sales and marketing background in both health and fragranced giftware, making him a strong asset to the Wholefoods team. Ronan loves building relationships with buyers and brands, and working closely with national accounts. He has a desire to share his knowledge of natural supplements, cosmetics and “free from” foods with retailers. Ronan works closely with buyers and category managers to bring Health & Wellness to every part of the store. Ronan says “The consumer is beginning to take ownership of their good health. Retailers are responding, taking a holistic approach to the wellness revolution and featuring natural products throughout the store, in every category. Wholefoods are uniquely positioned to work with our partners to drive healthy sales – with our knowledge and training!”
Ronan has a BA (Hons) in Sociology & Economics from Maynooth University. Ronan has a true passion for all things sport related. Lucan Sarsfields GAA and Special Olympics Basketball have a special place in his heart.
BJ Broderick
Commercial Sales Manager – Grocery
BJ joined Wholefoods in 2018, bringing extensive experience and a passion for nutrition, food and brands. “In my role, I work closely with principles in the planning and strategy phases and collaborate with the team on implementation to ensure successful project outcomes and drive business growth.”
A Business Management Graduate of the Technological University of the Shannon, BJ has a strong entrepreneurial background, having successfully established businesses prior to joining Wholefoods. Her unique perspective as both a former customer of Wholefoods, and now a dedicated team member, provides her with a well-rounded view of the company.
Proudly hailing from Limerick, BJ brings her local pride and dedication to everything she does.
Shane Kilboyle
Marketing Manager
Having initially joined Wholefoods in 2009 before returning to the company in 2016, Shane has a wealth of marketing experience in the natural products industry. Over the years, Shane has worked in close partnership with our leading agency brands to help achieve their commercial goals. Shane has a Master’s in Business Practice from University College Cork and a degree in Business Studies specialising in Marketing from Dublin City University.
In his spare time, Shane loves to watch sports and has a passion for travel and cooking.
Elaine Sutcliffe
Purchasing Manager
Elaine joined Wholefoods back in 1996, initially working as part of our warehouse operations team before joining our telesales office and then the purchasing department in 1999. With over 25 years’ experience in demand planning, Elaine manages our Purchasing team and has a deep understanding of the complexities of product importation that Brexit has brought.
Outside of work, Elaine spends her time with family and loves to travel.
Magdalena Berezowska
Finance Manager
Magdalena has been a Finance Manager at Wholefoods Wholesale since 2019, bringing strong financial expertise and leadership to the team. With a keen eye for detail and a passion for optimizing processes, she plays a key role in managing the company’s financial operations. Outside of work, Magdalena enjoys cooking and photography, which allow her to express her creativity. She loves spending time with her two cats and a dog.
Maria Quinn
Office Manager
Maria has been a valued member of the Wholefoods team for over 30 years and has worked in every department of Wholefoods, making her one of the best known staff members throughout the trade. From picking orders and packing pallets to managing returns and even running deliveries with the drivers, Maria remembers a time when orders were only taken on a Wednesday and picked on a Sunday. In her time, Wholefoods has relocated 3 times as the company grew and expanded. Maria has a wealth of knowledge and insight into the workings of Wholefoods which helps colleagues and customers alike on a daily basis. Maria manages the office-based sales team and provides guidance to all other departments.
A lady of many talents, Maria is an Irish dancing champion and also the winner of a Camogie Fheile. Eventually, Maria had to give up Camogie to pursue her Irish dancing career. A genuine animal lover, Maria has 3 dogs.
Pawel Krol
IT Manager
In 2007, Pawel moved to Ireland and began his journey at Wholefoods, seeking fresh opportunities. He started in the goods-in team, where his strong work ethic quickly stood out. After proving himself, he transitioned into stock control, managing inventory with precision. After a few years in stock control, Pawel took on the IT Manager position. Today, he balances his passion for tech with his love for the outdoors, while expanding his knowledge in the ever-evolving IT world and applying it at Wholefoods.
Outside of work, Pawel enjoys gaming, flying drones, and trekking. His growing interest in technology led him to the company's IT department, where he eagerly learned about systems and infrastructure.
Triona Fadden
Accounts Payable
Triona joined Wholefoods in 2001 but says it feels like yesterday as she loves it so much! Triona started her first job at the age of 16 in An Óige (Dublin International Youth Hostel), which she says inspired her love for nature and the outdoor life. When Triona started in Wholefoods, she felt as if she had landed her dream job as she found herself amongst products she loves to use on a daily basis and people who shared her outlook on a healthy lifestyle. Triona opts for earthy food and produce in her daily life but believes that one of life’s greatest tonics is to surround yourself with great people and nature. Triona manages accounts administration and ensures that staff, supplier and banking transactions are all looked after.
Triona is a Yoga and Pilates enthusiast and a keen gardener who grows a plethora of fresh produce in her allotment. She feels at her happiest when she is at one with nature be it hiking the Camino or embracing a mountain Yoga session. Triona believes in a holistic approach to health and regularly arranges health days for the benefit of Wholefoods staff.
