Christine Martin, founder of ISPY, joins Ethos Farm

Christine Martin, founder of the Inflight Sales Person of the Year Awards (ISPY) and the ISPY Academy, has joined industry consultancy Ethos Farm as Director of Business Development.

Award-winning Ethos Farm offers staff engagement and training solutions to the global travel retail industry and beyond through its offices based in London and New York.

Christine Martin and the ISPY Awards changed the face of inflight duty free sales through the engagement, education and empowerment of cabin crew for more than 23 years.

The annual ISPY Conference and Awards became one of the key events in travel retail and was the only event where decision-makers and front-line crew engaged in open dialogue to learn from one another, benefit the customer experience and enhance inflight sales performance.

In 2017, the ISPY brand evolved and expanded from its focus solely on inflight to include travel retail sales staff working in airport duty free & travel retail, border stores and cruise ships.

Christine Martin

Sally Alington












This extension of the brand coincided with ISPY successfully developing and launching the first online academy to offer industry-endorsed Best Practice Standards for Travel Retail Sales Professionals.

Ethos Farm, launched in 2017, is leading the way in workforce engagement through its training and technology offerings and is recognized as a main player for travel retail people strategies, education and innovation.

Sally Alington, CEO of Ethos Farm commented:

“It is both a privilege and an honor to welcome Christine to the Ethos Farm team. Her unrivalled knowledge of travel retail training combined with our expertise in enhancing front line service delivery creates something unique. I am thrilled with how Ethos Farm has developed in the first 18 months, and the response we have had from the duty free and travel retail industry has been phenomenal. I know that with Christine joining our business we will continue to grow, innovate and ultimately do some amazing things together.”

Christine Martin commented:

“For me this was the most natural decision to make. Ethos Farm’s founder, Sally Alington and I have known each other for many years with a mutual respect for each other’s professional enterprises.

“In fact, during the launch of the ISPY Academy in 2017, I engaged with Sally and the team at Ethos Farm for their expertise in e-learning and people development. I am hugely excited at what we can offer to the travel retail industry together.”