Commercial director promoted following retirement of Paul Cole, who helped the company treble its sales in two decades
Berry supplier BerryWorld UK has promoted Paul Avery to the role of managing director, effective 1 April, following the retirement of Paul Cole.
Cole spent 21 years with the company and played a pivotal role in BerryWorld’s successful expansion over the past two decades.
He joined the business in 2004 as account manager, and subsequently progressed through the organisation to become MD and lead the company through a period of significant expansion and transformation.
During his tenure, BerryWorld UK sales trebled thanks to substantial growth in volume as the company built its market share.
According to Adam Olins, chief commercial officer of AgroBerries Group and founder of BerryWorld, Cole’s leadership was critical in strengthening the company’s partnerships, developing high-performing teams, and reinforcing the group’s reputation across the industry.
“Paul Cole’s contribution over the last two decades has been instrumental,” he said. ”His collaborative leadership, integrity and commitment have left a lasting mark on both our people and our partners.”
He added: “We are delighted to see Paul Avery step into the role, his experience and deep understanding of the business make him ideally placed to lead BerryWorld UK going forward.”
Cole himself commented: “BerryWorld has been a huge part of my life for over twenty years, and I am proud of what we have achieved together. Working alongside such dedicated partners and colleagues across the industry has been both a rewarding and fulfilling experience every step of the way.
“I have every confidence in Paul Avery and the team to continue driving BerryWorld to new heights, and I look forward to watching the continued success unfold during his tenure.”
Experience and continuity
Avery, who has spent the past two-and-a-half years as BerryWorld’s commercial director, is said to bring deep experience and continuity to the role.
He first joined BerryWorld in 2006 as an infrastructure engineer, then switched to commercial roles, since when he has developed broad expertise across sales, supply chain operations, product management, and production.
His broad understanding of both the business and the industry is understood to position him strongly to lead the UK business into its next phase.
“It’s a privilege to follow Paul Cole,” Avery said. “His leadership and mentorship have made a lasting impact on both the business and its people.”
