Cullen named marketing head at Soil Association Certification

Soil Association Certification has appointed Alex Cullen as its new commercial and marketing director.

Cullen joins the organic certification business from NHS Blood and Transplant, where she was head of marketing, engaging the public to support blood and organ donation throughout the pandemic.

Prior that she was head of marketing at Marks & Spencer, having worked across a number of categories during her time with the retailer, including produce, protein, hospitality, convenience and CSR policy with Plan A. She developed her FMCG experience at Ferrero, working across a number of confectionery brands including Kinder Chocolate and Ferrero Rocher.

She is also a board trustee for UFI VocTech Trust and chair of their Ventures Committee, a charitable trust which exists to further the development and adoption of technology to support vocational training.

Cullen lives in Chesham, Buckinghamshire with her husband and four-year old son and is a passionate gardener.

She said: “I’m delighted to be joining Soil Association Certification at a pivotal point for meaningful systems change across food, fashion, forestry and beyond. The organic standard is a holistic approach for sustainable agriculture, and I’m excited for these practices to further move into the mainstream.”

Soil Association Certification chief executive Dominic Robinson added: “I am really excited to have Alex joining our team. The underlying trajectory of increasing demand for organic, sustainable forestry and ecosystem service standards is one that we see continuing into the future and I look forward to Alex helping continue to ensure that Soil Association Certification is at the forefront of consumer demand whilst offering best-in-class client services.

”I know that she will bring energy and passion to our marketing and commercial work, engaging with clients, partners and consumers to expand the impact of our work.”