Sheila is the deputy group editor at Dewberry Redpoint.

TH: How did you get into journalism in the first place?
SE: It wasn’t planned. I joined The Grocer when it was based in London as PA to the editor and the role evolved from there – from research and writing his scripts for his weekly slot on BBC Radio 2 to becoming a member of the editorial team. By the time I’d left I had become editor of The Grocer 33 price survey and deputy focus features editor.

TH: What has been your most memorable dining experience?
SE: That’s a difficult one to answer because there have been many and for lots of different reasons. One that springs to mind is Sixteen, Donald Trump’s restaurant in Chicago, which I visited last year. The food produced by the Aussie chef was fabulous – modern American with influences from Europe and Asia – and the views from the 16th floor overlooking the Chicago Tribune building and Lake Michigan are fantastic. Having said that, The Bull at Ditchling always provides fab food and its closer to home.

TH: If you could jump on a plane tomorrow and go anywhere, where would you go?
SE: Tuscany. So many wonderful and funny memories from that region, both with friends and with work. Some are printable, some definitely aren’t.

TH: Despite the cost sector being fairly resistant to recession, how have you seen the economic climate affecting it?
SE: All sectors have been affected by the credit crunch. Most are dealing with it by focusing on menu innovations that offer quality and value for money to satisfy consumers’ budget restraints, and this will no doubt continue until the recession runs its course.

TH: What would be your advice to operators trying to deal with current conditions?
SE: Those who have been through a recession before know it’s just a matter of riding the storm until matters improve – and they usually do even though there are some casualties along the way. Forward planning and, as previously mentioned, using their development teams to make cost effective changes to food offerings and presentation are essential.

TH: Have you seen the level of innovation within both the profit and cost sectors change over the past year?
SE: Yes. For example in the pub sector food is becoming increasingly important and more effort is being made to improve menus with innovative twists to counteract the drop in wet sales. Another example is the introduction of new nutrient standards in the education sector that has led to foodservice operators rising to the NPD challenge to produce appealing dishes that comply with these standards.

TH: You work closely with the Craft Guild of Chefs through Stockpot magazine. How have you seen its role change within the industry, and how important is the work it does?
SE: The Craft Guild has undoubtedly grown as an organisation since its inception in 1965. It is very important as it offers chefs, particularly young ones, opportunities to expand their knowledge through a variety of ways – it’s Culinary Academy, Graduate Award exams, networking, competitions, to name just a few, and it gives them a chance to meet culinary experts face to face. All are important in raising the skill levels in the industry. Stockpot is a great tool for giving information about all these activities.

TH: And finally, tell us something that we probably didn’t know about you?

SE: I used to be addicted to sports. I’ve won trophies for netball and I was a mean downhill skier.