Frozen food giant Birds Eye has appointed Peter Hajipieris as director of sustainability and external affairs to spearhead its first-ever sustainability commitment programme.

The Birds Eye View, published this week, sets out targets in nine areas including, climate change, waste & packaging, water use, transport miles, sustainable sourcing, healthy lifestyles and product labelling. 

Birds Eye aims to send zero food and packaging waste to landfill by 2015 and to reduce CO2 emissions in its UK manufacturing operations by 30% by 2020.

This newly created role will see Hajipieris, who joins Birds Eye from a similar role at Tesco, report directly to Martin Glenn, CEO of Birds Eye Iglo. 

“I’m relishing building on the great work already undertaken by Birds Eye in this area,” said Hajipieris. “Birds Eye has a sound heritage in sustainable development and I look forward to driving this even further for our customers.”