'Business simulations are a critical element to ABF's development programme'

The client

Associated British Foods (ABF), one of our longest standing clients, is a diversified international group operating in the food, ingredients, and retail sectors. With businesses ranging from grocery and agriculture to sugar, ingredients, and the global clothing retailer Primark, ABF employs over 130,000 people across 50+ countries. Despite its breadth, the group is united by a shared purpose: to provide safe, nutritious, and affordable food and clothing that offers exceptional value to consumers worldwide.

Over the past 10 years we have worked alongside ABF to deliver valuable learning in strategic thinking and to develop their future talent.

Client need

ABF runs development programmes for high-potential talents in their People and Performance (HR) and Finance functions. As part of a redesign of these programmes, ABF identified a need to:

• Equip future leaders with financial literacy, commercial awareness, and strategic thinking capabilities
• Help participants shift from a functional lens to a broader business-first perspective
• Create experiential, safe, and engaging learning environments to practice real-world business decision-making
• Ensure the experience was memorable, practical, and scalable across global teams

Solution

ABF partnered with Business Simulations to integrate two business simulations into their functional leadership development programme. These included:

• A tailor-made, highly complex simulation built around ABF’s own business context
• The off-the-shelf Acumen simulation was selected for its strong alignment with programme objectives around business acumen and strategic decision-making

Delivered in both virtual and in-person formats, the simulations were embedded within a broader curriculum. Participants first built foundational knowledge in areas such as financial literacy and strategy before applying their learning in the simulations. By simulating a range of business decisions; balancing long-term strategy with short-term pressures, participants could:

• Step out of their functional expertise and make enterprise-level decisions
• Work cross-functionally with global peers in high-stakes, time-sensitive environments
• Practice, reflect, and iterate in a psychologically safe and risk-free setting

Running the Acumen simulation—or our bespoke simulation—is a crucial part of our development programme. It creates a safe, fun, and shared experience that builds confidence around business acumen and decision-making.

Anne Krause, Executive Development Manager - Associated British Foods

Result

It was for participants to understand commercial levers and to further develop financial literacy and strategic thinking. It quickly became clear, right from the start, that the simulation was a critical element to furthering their performance.

The simulations have become a core and recurring part of ABF’s talent development experience, delivering measurable and lasting impact:

• Increased confidence: Participants developed greater confidence using financial data, speaking the language of business, and making strategic decisions
• Enhanced engagement: Both virtual and in-person formats received strong positive feedback, with participants describing the experience as “intense but fun”
• Shared language and culture: Despite coming from different divisions and geographies, the simulation provided a shared experience that deepened peer connections and reinforced key behaviours
• Sustained impact: Participants, including alumni from years past, consistently cite the simulation as one of the most memorable and meaningful element of the programme
• Scalability and flexibility: The new Symphony platform and use of both bespoke and off-the-shelf simulations has enabled greater interactivity and flexibility for global delivery

A final word from the sponsor

It’s a space where participants can step outside their roles, practice strategic thinking, and really grow as future leaders. Right from the start, it was clear the Business Acumen Simulation was a critical element as part of our program. It provided the opportunity to create that safe space for our leaders to practice their business acumen and have fun with it!

Anne Krause, Executive Development Manager - Associated British Foods