Position: Diversity officer Company: West Midlands Co-op The job: The West Midlands Co-op believes Mahmood's post is the first of its kind for any UK Co-op. He will be responsible for developing goods and services that meet the needs of local ethnic communities. He said: "We have a long-standing equal opportunities policy but this is a genuine commitment to address the needs of ethnic communities within our trading area. Many people in the ethnic minorities do not know the Co-op. My role is to build bridges with the Asian, African-Caribbean and other communities." The society aims to trial new ethnic food lines and improve advertising for existing lines. It will also improve the services offered by its funeral, pharmacy and travel businesses to ethnic groups. Mahmood said store adverts would run in local papers and appear in languages such as Urdu and Punjabi. Background: Mahmood came to England from Pakistan in September 1990. He studied English at Walsall and went on to join cash and carry firm M Latif & Sons, part of the Milison Discount group. He worked for the company for 12 years, rising to become branch manager at its Walsall outlet. At the same time, he also worked as a part-time community language teacher from 1995-2000. {{PEOPLE MOVES }}