He succees Richard Harrow

British Frozen Food Federation (BFFF) has appointed Rupert Ashby as its new CEO. He took the position last 5th of July. Ashby has succeeded Richard Harrow, who joined the federation in 2019.

According to BFFF, Harrow decided to retire after dealing with COVID and Brexit, two difficult periods in the industry’s history.

In addition, the board wants to “wholeheartedly thank Richard for his commitment, enthusiasm, passion and hard work since he joined in 2019”.

Previously, Ashby was a board member and Director of Membership and Regions of the Country Land and Business Association (CLA). He dealt with the retention and recruitment strategy for the association since 2012.

Furthermore, the new CEO spent his early career running farming businesses. Including growing peas, broccoli, cauliflowers, and chipping potatoes for the frozen food industry.

“We are confident that Rupert will be able to create the next chapter for our fantastic organisation as we build on the overall industry growth experienced in recent years,” BFFF confirmed.

About The British Frozen Food Federation

The British Frozen Food Federation is a trade body with a focus on being the voice of the frozen food industry. We have over 200 members panning the complete supply chain from retail, manufacturing, transport, importers/exporters and service providers.

The BFFF are a non-for profit organisation with a board made up of representatives from our membership. The UK frozen food market is worth over £9bn and BFFF’s membership turnover exceeds £40bn.

Its website provides access to market statistics in retail and food service, webinars on trends, performance, key industry topics, and industry news.  Members will also have a profile online outlining their business and contact details, through a filterable location and product/service platform.