Former Asda commercial chief Kris Comerford has landed the CEO role at major fresh produce supplier Direct Produce Supplies (DPS).
The business sources fruit from all around the world for supermarkets in the UK and generates annual revenues in excess of £600m.
Comerford brings more than 20 years of retail experience to the company.
He spent more than 17 years at Tesco, starting as a buyer in 2005 and progressing to commercial director of UK packaged food, before joining Asda in 2022 as chief commercial officer.
Comerford left the Leeds-headquartered supermarket chain in June 2025 when executive chairman Allan Leighton brought in Asda veteran Darren Blackhurst to replace him as commercial chief.
DPS started trading in 1979 to supply UK food retailers with fruit. It shifted sourcing in the 1990s to specialise on stone fruits and more exotic produce.
Operating from offices in London and Kent, today it works with farmers in more than 40 countries across six continents to stock the shelves of all the major supermarkets with berries, stone fruits, kiwi, cherries, citrus fruits and exotic fruits such as mango, papaya, lychee and passionfruit, as well as tomatoes, cucumbers and peppers.
Revenues at the group grew substantially in the year to 30 September 2024, rising 37% to £623.1m, according to the most recent set of accounts at Companies House.
DPS owner and chairman Paul Beaumont said: “At Direct Produce Supplies we have always believed our strength lies in our people and in the enduring partnerships we have developed throughout the fresh produce community.
“Kris shares this belief. His warmth, energy and collaborative leadership style will be a tremendous asset as we continue to grow the business and support our growers and customers in an increasingly dynamic marketplace.
“This is a very exciting moment for our group of companies. With Kris jointly heading up the leadership team we are further strengthening our ability to invest in the future, expand our reach, and build on some very strong foundations.”
Comerford added: “I’ve known Paul and the DPS business for over 20 years and seen it grow through a consistent focus on customers, quality, and service. The produce sector is special, full of brilliant people and is such an important category for customers. I am looking forward to bringing experience from my time at Asda and Tesco to the supply side and am very excited about the future.”
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