Area Sales Manager

VPG Wild Bird A/S is a Danish specialist in wild bird food and a well-established supplier to retailers and wholesalers across Europe. Based in Hasselager, near Aarhus, the business develops and manufactures a broad range of wild bird products, including fatballs, seeds, nuts, feeders and private-label solutions.

VPG was recently acquired by Westland Horticulture Ltd, a market leader in gardening, pet and environmental categories. VPG is being supported by Westland, combining the agility and entrepreneurial approach of two specialist businesses with the resources and market reach of a larger European business.

We are now looking for an Area Sales Manager/Key Account Manager to take responsibility for developing and growing the Scandinavian and Northern European markets.

The Role

• You will be responsible for driving sales growth and developing strong, long-term relationships with customers across various markets.
• This is a hands-on commercial role for someone who enjoys being close to customers, identifying new opportunities and turning relationships into sustainable business growth.
• You will manage and develop existing retail and wholesale accounts while also identifying and winning new customers. You will work closely with the Managing Director and wider VPG team to develop the sales strategy and ensure that VPG continues to strengthen its position within the wild bird food market.

Key Responsibilities

• Develop and execute the sales strategy across the relevant markets.
• Manage and grow relationships with existing retail, wholesale and other commercial customers.
• Identify, target and develop new business opportunities.
• Build strong relationships with key decision-makers and buyers.
• Develop customer-specific sales plans and identify opportunities for range expansion and increased distribution.
• Present VPG's product portfolio, including branded and private-label solutions, to customers.
• Negotiate commercial agreements, pricing and promotional activity.
• Work closely with internal teams across production, supply chain, product development and management to deliver against customer expectations.
• Represent VPG professionally across the relevant markets and act as an ambassador for the business and its products.

About You

• We are looking for a commercially driven sales professional who enjoys building relationships and developing business.
• You may already be working in FMCG, pet care, garden, outdoor, animal nutrition, food, retail or another consumer-focused environment.

You will ideally have:

• Proven experience in a B2B sales or account management role within consumer goods.
• Experience working with retail, wholesale, buying groups or similar customers.
• A strong commercial mindset and a demonstrable ability to identify and convert new opportunities.
• Excellent relationship-building and negotiation skills.
• Confidence communicating with buyers, business owners and senior stakeholders.
• Good commercial understanding of pricing, margins, forecasting and sales performance.
• Fluency in Danish and professional English. French language skills would be an advantage.
• A willingness to travel approximately 40–50 days per year.

Why Join VPG / Westland?

This is an exciting opportunity to join a growing business at an important stage of its development. VPG combines specialist expertise, strong customer relationships and an entrepreneurial culture with the resources, support and international reach of Westland Horticulture.

For the right individual, this role offers the opportunity to take ownership of a growing territory, develop key customer relationships and play an important role in the future growth of the VPG business across Scandinavia and Northern Europe.

Location: Hasselager, Denmark

Travel: Approximately 40–50 days per year

Company: VPG Wild Bird A/S, part of Westland Horticulture