Bloom Fresh International Limited, a fruit-breeding company, announced the appointment of Paul Farmer as its new Innovation & Quality Director.
Farmer brings experience to Bloom Fresh from his decade-long tenure in the retail industry. He began his career 16 years ago as a Source Technologist for grapes at AMFRESH Group, the majority stakeholder and primary owner of Bloom Fresh. Most recently, he played a role in driving growth across the fruit categories at two major UK retailers—Sainsbury's and Marks & Spencer (M&S). His achievements include implementing direct sourcing models, championing innovation, and enhancing quality and consistency to meet customer expectations.
Paul Farmer
This appointment is a clear statement of Bloom Fresh's dedication to advancing the value of the grape, cherry, and blueberry categories through innovation that benefits growers' livelihoods, consumers' experiences, and global sustainability.
Reflecting on his new role, Paul Farmer said:
"Although the past 10 years working in retail have been incredible, it feels like the perfect time to join Bloom Fresh. This new role is perfectly aligned with my passion to deliver incredible quality fresh produce to consumers while also enabling growers to farm more sustainably and reliably, today and in the future. I can't wait to play my part in collaborating with retailers, growers, and breeding teams around the world to bring the next generation of varieties to consumers."
Josep Estiarte, CEO of Bloom Fresh, commented on the strategic importance of this appointment:
"Bringing Paul on board is a significant step for Bloom Fresh. His unique blend of experience in retail, sourcing, and category growth will be invaluable as we continue to push the boundaries of innovation and ensure that every product bearing our name meets the highest standards of quality. This is not just about business growth—it's about creating sustainable value for growers and retailers while delivering excellence to consumers. This will coincide with more focus from Bloom Fresh on the strict implementation of our trademarks and adherence to minimum quality standards."
For more information:
Marie-Anne de Béjarry
Bloom Fresh
Tel: +34 682 044 229
Email: [email protected]
www.www.bloomfreshproduce.com