The British Frozen Food Federation (BFFF) is delighted to announce the appointment of six new members to its Board, bringing a wealth of experience, expertise and fresh perspectives from across the frozen food industry.

Representing a broad cross-section of the sector, from manufacturing and retail to foodservice and branded products, the new appointments will further strengthen the Board’s collective knowledge and support the Federation’s continued work on behalf of the UK frozen food industry.

The six new Board members are Lauren Metcalfe, Frozen Director at Iceland Foods; Kirstie Hichens, Sales Director at Paramount 21 Ltd; Isaac Fisher, CEO of Pukka; Kevin Smith, Chief Executive of Fullers Foods; Ashley Davis, Chief Customer Officer at COOK; and Helen Bowyer, Commercial Director for Foodservice at The Compleat Food Group.

Meet the new Board members                   

Lauren Metcalfe – Frozen Director, Iceland Foods

Lauren has spent more than 16 years at Iceland Foods, developing extensive experience across buying, brand licensing and grocery before taking responsibility for the Frozen category. She brings valuable expertise in category strategy, product development and supplier partnerships.

Kirstie Hichens – Sales Director, Paramount 21 Ltd

Kirstie has worked across several departments at family-owned Devon-based frozen food manufacturer Paramount 21 since 2010. As Sales Director, she leads sales, business development and customer relationships across foodservice, wholesale and retail, with a particular passion for championing smaller manufacturers and supporting industry growth.

Isaac Fisher – CEO, Pukka

Isaac has more than 20 years’ food industry experience, having begun his career at Samworth Brothers before joining Pukka in 2013. He progressed to Managing Director in 2020 and CEO in 2024, playing a key role in strengthening the brand’s position across chilled and frozen savoury pastry.

Kevin Smith – Chief Executive, Fullers Foods

Kevin has spent 20 years with Fullers Foods, progressing from Commercial Director to Managing Director and subsequently Chief Executive in 2022. With previous experience at ASDA and Young’s Seafood, he has led significant business growth, investment and expansion across own label, foodservice and international markets.

Ashley Davis – Chief Customer Officer, COOK

Ashley brings extensive experience across food manufacturing, retail, grocery and hospitality. Previously holding senior leadership roles at LEON, as well as commercial and buying positions at Sainsbury’s and Ocado, she now leads Product, Proposition, Pricing, Marketing Performance and Sourcing at COOK. She is a strong advocate for the role frozen food can play in reducing waste and supporting more sustainable food systems.

Helen Bowyer – Commercial Director, Foodservice, The Compleat Food Group

With 25 years’ experience in the food industry, Helen has spent nearly 20 years with the Wrights and The Compleat Food Group business. She leads the foodservice channel for the wider group and brings extensive experience across manufacturing, commercial leadership, procurement and production planning. She is also passionate about developing talent and high-performing teams across the industry.

Strengthening the BFFF Board

The six new appointments join the existing BFFF Board, which includes:

• Martin Mcllroy – Managing Director, Daregal Gourmet (BFFF President)
• Paul Weatherby – Managing Director, Crop’s Food UK (BFFF Vice-President)
• David Cole – GB Merchandising Director, Sysco GB
• Christian Ardern – Finance Director, Commercial Operations, Nomad Foods
• Timothy Rose – Chief Executive, Three Oceans Fish Co Ltd
• Naomi Kasolowsky – Ireland Customer Director, Tesco
• Rupert Ashby – CEO, BFFF

Together, the Board brings extensive experience and representation from across the frozen food supply chain, helping to ensure the Federation continues to champion the sector, represent its members and support the industry’s future development.

The BFFF would like to extend a very warm welcome to Lauren, Kirstie, Isaac, Kevin, Ashley and Helen. We look forward to working with them and benefiting from their knowledge, experience and enthusiasm as we continue to champion the frozen food industry and its vital contribution to the UK food sector.

The BFFF would also like to recognise and thank outgoing President Karen McQuade, along with Board members Richard Pike of COOK and Ashley Hopwell of Hopwells, as they step down from their respective roles.

Karen’s commitment, enthusiasm and passion for the frozen food industry throughout her time as President have been exceptional, and she will be greatly missed. Richard and Ashley have both completed their terms on the Board, and we are extremely grateful for their dedication, valuable contributions and support over many years.

We wish Karen, Richard and Ashley every success for the future and thank them for the important role they have played in supporting the BFFF and the wider frozen food industry.