Asda food trading director Darren Blackhurst has taken over from Tony Smith as the new president of the fundraising committee for grocery charity Caravan.
Blackhurst, who will take up his new position on 1 April, already has plans to create a new fundraising event later this year based on a Ryder Cup golf theme.
"Many people are unaware of the good work Caravan does and the further potential the charity has to support an even greater number of beneficiaries," he said. "Retailers and manufacturers alike have colleagues who fall on hard times and many of these need our help."
Blackhurst spent 18 years at Tesco, latterly as commercial director for Tesco Thailand, before moving to Asda in 2006.
Gillian Barker, director general of Caravan, added: "We are very positive about the future of the charity and with Darren on board, it gives us a great opportunity to further promote our welfare work and build our fundraising base."