BerryWorld UK has appointed a new managing director to replace Paul Cole, who is retiring following 21 years with the business.
Paul Avery, previously commercial director, assumed the role from 1 April.
He joined BerryWorld in 2006 as an infrastructure engineer before transitioning into commercial roles and has since built extensive expertise across sales, supply chain operations, product management and production.
BerryWorld said his broad understanding of both the business and the industry positions him strongly to lead the UK business into its next phase.
“We are delighted to see Paul Avery step into the role, his experience and deep understanding of the business make him ideally placed to lead BerryWorld UK going forward,” said Adam Olins, chief commercial officer of AgroBerries Group and founder of BerryWorld.
He replaces Cole, who has “played a pivotal role in shaping BerryWorld’s growth and success”.
Cole joined the business in 2004 as an account manager, before progressing to managing director where he led the company through a period of significant expansion and transformation, it said.
During his tenure, the company’s sales trebled thanks to growth in volume and market presence.
“Paul Cole’s contribution over the last two decades has been instrumental,” added Olins. “His collaborative leadership, integrity and commitment have left a lasting mark on both our people and our partners.”
He is credited with strengthening the company’s partnerships, developing high-performing teams, and reinforcing BerryWorld’s reputation across the industry.
“BerryWorld has been a huge part of my life for over 20 years, and I am proud of what we have achieved together,” said Cole. “Working alongside such dedicated partners and colleagues across the industry has been both a rewarding and fulfilling experience every step of the way.”
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