May 17th, 2022
3 mins

Richard Harrow joined the British Frozen Food Federation as our CEO in 2019. He has subsequently led the BFFF team through, perhaps, the most turbulent period in our industry’s history.

As we, at long last, put COVID and Brexit behind us, Richard has taken the decision that now is the time to take a richly deserved retirement. He will leave us on 30th June – with a raft of plans to see the world and spend time with family.

Richard leaves the Federation in great shape as the leading voice of the frozen food industry. The Board would like to wholeheartedly thank Richard for his commitment, enthusiasm, passion and hard work since he joined in 2019

Having conducted an extensive and detailed search, I am delighted to advise that Rupert Ashby will be taking the position of CEO from 5th July 2022.

Rupert joins the BFFF from the Country Land and Business Association (CLA) where he has been a member of the Board and Director of Membership and Regions with responsibility for the overall retention and recruitment strategy for the association since 2012.

His early career was spent running farming businesses including growing peas, broccoli, cauliflowers and even chipping potatoes for the frozen food industry. So, Rupert is now truly returning to his roots!

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.

Many of you will have the opportunity to meet him at our forthcoming gala dinner, which he is really looking forward to. I also look forward to seeing you there.

Best wishes,

Ian Stone

BFFF Board Chair


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