FSAA Hall of Fame Alumni

Bill Denman


Inducted 2015

Bill joined Four’n Twenty in 1962 and worked as a Sales Representative until 1968

In 1968 became Sales Supervisor at Wedgwood, canvassing retail outlets and food service distributors and organising direct deliveries. As a member of a two man sales team, they lifted sales to $1m within the first two years of operation, selling the first frozen pies in Australia.

Promoted to Field Sales Manager at Wedgwood in 1971, Bill was responsible for maintaining relationships with major food retailers such as Coles and Woolworths and food service retailers. He was also responsible for successes in improving sales for Dobsons Foods in both New South Wales and Queensland as well as establishing an office and warehouse for Four’n Twenty Fresh Division in NSW.


Following the success of establishing the Four’n Twenty Fresh Division, Bill was asked to become Sales Administration Manager for the division between 1982 and 1985, managing telephone order staff, sign writing staff and managing over one hundred owner drivers and their customers.


Following the acquisition of Herbert Adams Bakeries by Petersville, in 1987 Bill became National Food Service Coordinator, with a broadened job role including the liaison with other states on food promotions, stock requirements and organising advertising material.


In 1990 Bill was promoted to National Sales Manager, establishing and maintaining relationships with major food service distributors and representing the Wedgwood, Herbert Adams, Big Sister and Nanna’s Brands, as well as preparation and coordination of resources for International Catering, Food Industry Association and Distributors Trade Shows.


From 1993 up until his retirement in 2012, which marked 50 years working within the food industry, Bill was National Sales Manager at Patties Bakery, continuing to represent the company at trade shows, maintaining relationships with distributors Australia-wide and finding opportunities in new products for them to sell and all other aspects of driving Patties products and brands.


Bill has shared his detailed experience and knowledge of the industry over the years, giving back through being a member of the Food Industry Association for 34 years, including serving for two years as President and a being a respected committee member for several years. Bill was recognised for his contribution to the industry by being awarded the FIA Inaugural Food Services “Legend of the Year” in 2006.


Bill now continues to enjoy bike riding and home improvements in his retirement.