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Rupert Ashby

Rupert Ashby

Chief Executive, British Frozen Food Federation
Rupert Ashby succeeded Richard Harrow as chief executive in July 2022. He joins 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. He initially joined the CLA as a regional director in the South East region before taking on a role in London, where he lead the Regional and Membership teams. He was a member of the CLA Board and was responsible for the retention and recruitment strategy for the association.

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