Sandra Ziles will take over in the autumn

Sandra Ziles will take over in the autumn

The Potato Council is to get a new director following the appointment of Sandra Ziles this week.

Her role will be to lead the sector and champion the British potato industry by driving consumption and sales.

Ziles will join from Somerfield, where she is product innovation director responsible for the complete overhaul and relaunch of the high-street retailer's own-brand ranges.

Prior to this, she was product development director for RHM-RF Brookes, a senior food selector at Marks & Spencer, and head of food intelligence for Campden and Chorleywood Food and Drink Research Association.

Kevin Roberts, chief executive of the Agriculture & Horticulture Development Board (AHDB), said: “I am confident that Sandra will do an excellent job in managing the delivery of the UK potato strategy, developed by the Potato Council board. As part of the AHDB executive management team, she will also help us to deliver the operational efficiencies and synergies demanded from the new integrated levy board structure.”

Allan Stevenson, chairman of the Potato Council board, said: “I am delighted to be welcoming Sandra to the potato team. She brings a wealth of consumer-focused food industry expertise and management experience, which will be invaluable in helping the board shape the future work of the Potato Council; this is great news for our levy payers. I look forward to working with her.”

Ziles added: “I am very excited to join the team at this exciting time for the AHDB. I am passionate about farming and have a wealth of knowledge about the sector, good food, consumers and retail. This will be an exciting challenge and I am committed to making a difference and driving the potato sector forward.”

Ziles will join the team in the autumn after the current chief executive, Helen Priestley, leaves in August.

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