Iceland MD Richard Walker has been appointed a trustee of marine conservation charity Surfers Against Sewage.
The partnership means Walker will work with SAS on projects to protect oceans, beaches and rivers, according to the charity.
The news comes two weeks after Iceland announced SAS as a charity partner, a move the supermarket said complemented its commitment to banish plastic from own label packaging by 2023.
Walker, himself a surfer, has been made a trustee alongside Lucy Siegle, journalist and author of Turning the Tide on Plastic.
“I’m delighted to have been appointed as a trustee of such a forward-thinking and authentic organisation, which is creating real behaviour change as well as protecting our beautiful landscapes,” said Walker.
“SAS is truly leading the fight against plastics at all levels - from delivering high-profile plastic-free campaigns to activating clean-ups and engaging communities across the UK.
“I’m looking forward to representing the business community in this important partnership, sharing learnings to better understand how businesses can reduce their environmental impact.”
SAS CEO Hugo Tagholm called Walker and Siegle “powerhouses of environmental action in their respective sectors”.
“I’ve been lucky enough to work with them on a number of successful projects in recent years, which have created a huge and lasting impact for our work,” he added.
“I look forward to working together even more closely to deliver an optimistic and ambitious range of environmental campaigns and community initiatives.”