Ashby joins the BFFF from the Country Land and Business Association (CLA) where he has been the director of membership and regions since 2012. His farming experience included growing vining peas, broccoli, cauliflowers and chipping potatoes for the frozen food industry.

He said: “It’s a privilege to be representing one of the most innovative and dynamic sectors of the food industry. With total sales of almost £9Bn, BFFF members play a vital role in providing nutritious and tasty food to millions of people every day. I’m looking forward to building on the achievements of Richard and the BFFF team at a time when our members are facing a daunting range of economic, legislative and workforce issues.”

Harrow has been with the BFFF since March 2019 where he has guided the organisation and its membership through the twin challenges of Covid-19 and Brexit while promoting the interest of the frozen food industry. The Federation campaigns with its members to educate, promote and inform consumers, retailers and the foodservice sector about the value of frozen food.

Ian Stone, president and chair of the BFFF, commented: “Rupert’s industry experience and expertise in public affairs mean he is ideally suited to the role. I am sure he will be a powerful advocate for the industry.”