ABOUT
VISION & STRATEGY
ABOUT US
THE PANICIUM STORY
Panicium Group partners with independent UK craft and artisan food businesses, providing a long‑term home for brands built on quality, heritage and care.
We work with founders who are thinking about the future of their business and want a transition handled with discretion, clarity and respect. Our approach is long-term and collaborative, focused on continuity rather than change for its own sake. Founders can remain involved if they wish, with flexibility around roles and pace.
By bringing like‑minded businesses together, Panicium offers stability, shared expertise and support — while each brand continues to operate independently and true to its identity.
Explore the ideas, insights, and thinking behind stronger brands and smarter business decisions.
Explore the process behind our work, from initial thinking and planning through to execution and delivery.
Meet the Team
Director
Graham Norfolk
Graham is a chartered accountant, and the founder of Acorn Capital Partners a company specialising in facilitating buy and build strategies in a number of different sectors.
Formerly he was a partner at BDO Stoy Hayward, the UK member of BDO International, where he was responsible for corporate finance involving a range of corporate advisory services ranging from management buy-outs to flotations.
Graham specialises in taking an active role in the strategic direction of a business as both an investor and director. Recent projects include the building of a logistics group from £4m to £240m turnover this involved 13 acquisitions over a 10 year period. The building of a mechanical services contracting group with 6 acquisitions and exit to a large international FM company. Other sectors where Graham has been active include, Marketing Services, Software and IT services.
He is currently also an Investor and director of Besseges Group a fire protection and FM services business.
Director
Joy Parkinson
Joy has a wealth of experience across large and small fast-moving consumer goods businesses across various product categories. She started her career as a graduate at Mars, then moved into marketing roles at Coca-Cola and McVities. At United Biscuits, she moved into general management, sitting on the UK Board in her role as Managing Director of the McVities Cake Company.
On leaving UB, Joy then moved into managing and scaling small and medium-sized consumer goods businesses. Firstly as CEO of Fatih in Nature, and then as Chair of a branded baby food business, For Aisha. Over more recent years Joy has held a variety of NED, Chair and board advisory roles and has worked with founders, family businesses, as well as PE-backed businesses over her career.
Director
Peter Fields
Peter is a founder and director of Panicium and has more than 35 years’ experience in building, acquiring and managing businesses in the UK and internationally.
He spent his early years in the chemical industry in senior commercial and management roles before leading the management buy-out of a UK chemicals distribution business. He subsequently helped create Azelis through a series of acquisitions and, as Chief Operating Officer, developed the business into a leading international speciality chemicals distributor with sales of more than €1 billion and operations across Europe and Asia.
Since leaving Azelis, Peter has worked as an entrepreneur, investor, chairman and non-executive director. He was a founder of Kinaxia, the logistics buy-and-build group, and has extensive experience of acquisitions, private equity and debt finance, business integration, strategy and corporate governance.
Alongside his business activities, Peter is a practising barrister and Fellow of the Chartered Institute of Arbitrators. Within Panicium, he takes an active role in acquisitions, strategy and group development, with a particular focus on building businesses for long-term growth while preserving the brands, culture and entrepreneurial qualities that made them successful in the first place.
OUR PORTFOLIO
