New head of comms for British Sugar

British Sugar Group has poached the CEO from the English Beef and Lamb Executive to be its head of comms.

Sugar hire: sweet
Sugar hire: sweet

Richard Ali will handle stakeholder relations and B2B communications for the umbrella body and its UK division British Sugar UK.

He will be responsible for co-ordinating international communications across the various stand-alone businesses including China and Poland.

The comms challenge is to prepare the group to be more market-focused as the firm starts to feel the effects of the 2006 EU sugar industry reforms, which reduced guaranteed prices for sugar.

Ali replaces corporate comms manager John Smith who retires in August after 37 years at the firm. Ali has also been director of food policy at the British Retail Consortium.

British Sugar supplies the retail market under the Silver Spoon brand. Its main competitor is Tate & Lyle.

The body used to be nationalised but the Government sold its last 36 per cent in 1981, and the British Sugar Group became a plc.

 

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