Rupert Ashby is Chief Executive of the British Frozen Food Federation, the UK’s frozen food trade association, with over 250 members comprising Producers, Wholesalers, Importers, Exporters, Brokers, Retailers and related Associate businesses. He joined the BFFF from the Country Land and Business Association (CLA) where he had been the director of membership and regions since 2012. His early career was spent at the Co-operative Group running several of their farming businesses before moving to their Manchester headquarters as a marketing project manager. His farming experience included growing vining peas, broccoli, cauliflowers and chipping potatoes for the frozen food industry.