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Ashby joins the organisation from the Country Land and Business Association (CLA), where he has been the director of membership and regions since 2012. He is a member of the CLA board and is responsible for the retention and recruitment strategy for the association. 

Prior to his time with the CLA, Ashby spent his early career running several of the Co-operative Group’s farming businesses before moving to its Manchester headquarters as a marketing project manager. 

‘Vital role’  

Commenting on his appointment, Asby said: “t’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.” 

Ian Stone, president and chair of the BFFF, commended Ashby’s industry experience and expertise in public affairs. 

“He is ideally suited to the role,​ Stone added. “I am sure he will be a powerful advocate for the industry.”​ 

Succeeding Richard Harrow 

Ashby will succeed Richard Harrow, who has been with the frozen food trade body since March 2019 and saw the organisation through the twin challenges of COVID-19 and Brexit. 

Formerly managing director of Freiberger UK, Harrow will continue to be active in the food industry in a range of consultancy roles.