Edwin Bessant, Chief Executive of Ceuta Group, believes true business acumen is being able to think 3 years ahead. But when he and joint-founding partner Annette D’Abreo took a leap of faith, leaving aspiring careers in 1994 at Pfizer Consumer behind to start out on their own, they never expected the business they created to be the international success story it is today.
Bessant had been on Pfizer’s European fast-track programme, heading straight for the top levels of the company. But after assessing the UK healthcare market in the early 1990s, he discovered a gap in the market with companies wanting an alternative and more affordable solution and strategy to calling on pharmacies. Bessant and D’Abreo seized the opportunity and in 1994, Ceuta Healthcare was born, providing outsourced sales solutions, training and in-store category planning for Health & Personnel Care brands. Soon the operation grew to become a sought-after service for brand owners from large multinationals to start-ups and expended internationally supporting brands across Europe, Asia, North America, Australasia and the Middle East.