Heart of England fine foods (HEFF) has announced the appointment of a new marketing executive for Birmingham and the Black Country.

Neal Harris, based in Lichfield, Staffordshire, joined the regional food group earlier this month.

According to HEFF, he has begun an intensive induction programme, which has taken him across the region meeting food and drink producers and sector specialist organisations.

Harris will work with local producers, growers and processors to link them with the retail and food service sectors through a range of marketing activities, targeted PR and trade events, HEFF said.

He will also assume lead roles in specific projects, namely the HEFF Ethnic Mentoring Scheme, which aims to develop West Midlands ethnic food and drink businesses through support from successful entrepreneurs.

Harris previously worked for Delice de France, where he worked in a variety of sales roles.

He said. “I am very interested in working on a one-to-one level with local food and drink businesses and relish the chance to help both the people and the products become more profitable. I am going through a steep but highly enjoyable learning curve at the moment, meeting the HEFF members in my area and getting to grips with all the programmes of support that are available to them. It’s great to be part of the HEFF team and I can’t wait to get my own projects underway.”

Louise Pickford, business development manager for HEFF, said: “There is a thriving food and drink manufacturing industry in Britain’s second city that we are responsible for nurturing. It was essential for us to appoint an experienced person with an outgoing personality who can easily integrate with all kinds of people, from balti chefs to brewers, and help progress their achievements. We are delighted to have Neal join the team and look forward to connecting with more food and drink companies in the Birmingham and Black Country in the very near future.”