Deste joins Premier Foods from Coca-Cola Enterprises Ltd (CCE) where he spent 20 years, including nine years as a member of the GB board. Most recently, he held the position of vice president, sales and customer development, prior to which he held other senior positions in sales, marketing and communications at CCE. He has also worked in the beer and tobacco industries. Deste, who joins Premier Foods on 19 September 2011, commented: "I am delighted to be joining Premier Foods at such a key time as we aim to grow sales in a challenging consumer environment. I'm thoroughly looking forward to working with the team to help build its stable of great British brands." Mike Clarke, chief executive officer, added: "Ian has an enviable track record in building strong, enduring customer relationships. This will be of enormous value to Premier Foods. I know Ian has the skills and the motivation needed to help drive our business forward."