Appointments: Ex-footballer Joe Allon signs for Waterfalls

Former Newcastle United player Joe Allon has joined Northumberland-based company Waterfalls Brands

Joe Allon, with Rod Davies, owner of Cafe No 95 and the products from Waterfalls Brands
Joe Allon, with Rod Davies, owner of Cafe No 95 and the products from Waterfalls Brands

Former Newcastle United player Joe Allon has joined a Northumberland-based company that is gaining a first-class reputation as a global partner in food and drink.

Waterfalls Brands is a purveyor of fine foods and soft drinks including juices, smoothies, tonics and cordials and Joe has joined the team to assist in developing the business.

Having had a 20-year plus career in the Football League playing for Newcastle, Swansea City, Brentford, Portvale, Hartlepool United, Chelsea and Lincoln City, before coaching under Dennis Wise at Leeds United, Joe is still a well-known pundit and is popular with Hartlepool and Newcastle fans, often taking slots on local radio.

He has now joined the company which has bases in Northumberland and North Tyneside plus an office in Dubai, using his portfolio of contacts to develop a strategic approach to working within and servicing the hospitality industry.

Joe, 47, said: “Our primary focus at Waterfalls Brands is to support high-end hotels, clubs, restaurants and cafes, selecting and delivering key products that fit with clients’ needs both aesthetically and commercially. I am out and about helping buyers and managers in hospitality ensure they can offer the right-quality products at the right price. It’s a fabulous challenge and the brands are so desirable, it’s a pleasure to work with them!”

Waterfalls Brands is constantly on the search for new luxury products, and adds to the company brochure on a regular basis. The firm ensures that the products supplied retain a level of exclusivity, and have a strong brand identity synonymous with quality.

Luscombe, Throncroft Cordials, Frobishers, Wensleydale cheeses and Peter Spanton tonics are all proving popular with bar managers, cocktail mixologist and chefs. Waterfalls Brands is already working in partnership with a number of hospitality specialists including Peace and Loaf, Alnwick Tree House and Gardens, Doxford Hall, Bonbar, Bistro No 95 and Crowne Plaza In Abu Dhabi.

Joe added: “Partnership is key to our success with most of our clients – we look at ourselves as your niche brand suppliers. Your customers are our clients too, those people with discerning palates who seek experiences over commodities. It’s important for us to recommend and create a perfect food and beverage platform for you with those customers at the forefront.

“We don’t just supply premium brands, we generate customer awareness offering training and advice on marketing, upselling and increasing demand. We also supply point of sale, glass wear and menus to bring the finishing touches that generate absolute satisfaction at every point of brand delivery.”

Waterfalls Brands not only works in the UK, but operates across the Middle and Far East, and prides itself on the same first-class service worldwide. For more information visit or contact Joe on 01434 270700.


David Whetstone
Culture Editor
Graeme Whitfield
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Mark Douglas
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