Children's food brand Peter Rabbit Organics has appointed former Tesco Fresh & Easy Neighborhood Market operations manager Ben Ford as its new chief executive.

Ford has spent the past two years in Tesco's international division, working on the launch of the retailer's Fresh & Easy chain in the United States.

He had a leading role in planning the in-store layouts and overseeing the merchandising of the Fresh & Easy brand.

Previously, he headed the merchandising and category team at Goodman Fielder, Australia's leading food manufacturer, where he was marketing manager for brands such as Paul Newman's Own range of organic salad dressings and sauces.

The Peter Rabbit chief executive role was created as part of a management restructure to enable expansion overseas, including the US.

"The time Ford has spent with leading international companies will be a huge benefit to the board and our team," said Peter Rabbit Organics founder and director Elizabeth Buxton.

As part of the restructure, Buxton stepped down as MD three months ago to become director and was replaced by former Whole Foods Market director Margreet Westerhuis.