Jul 6th, 2022
3 mins
As I write this on my second day at the BFFF, I have been given an excellent welcome by the team and am being shown the ropes by Richard Harrow. Big shoes to fill I know, but I am very much looking forward to it.
Originally farming for the Co-operative Farms, I then spent 19 years working in three roles for the Country Land and Business Association (CLA), a membership association that represents members with land or businesses in rural areas. The CLA is in effect the rural business equivalent to BFFF.
I join the BFFF as consumers are concerned about inflation and their cost of living. The frozen food industry offers consumers and professional kitchens options to manage their inflation challenges which will only become more important in the coming months.
Also, with thoughts on the environment on every agenda and the effect that waste can have on it, the role that frozen food can play in reducing food waste is becoming a compelling argument for the industry.
I am looking forward to meeting members of the federation this year and getting an understanding of your businesses, including how the BFFF can continue to provide you with a vital and impressive service.
Please feel free to reach out to Claire Mathieson if you would like to get a date in the diary.
Rupert Ashby, CEO
