Frozen veg brand Strong Roots has appointed Emma Curtis as its new managing director, promoting her from VP of global strategy, business development and CSR.
Curtis, who succeeds Charlotte Turton at the McCain-owned business, has been with the company “since its early years,” shaping it from ambitious startup to internationally recognised food brand. Prior to joining Strong Roots, Curtis worked for companies including Mondelez and Bear.
Curtis said Strong Roots had “never been more relevant than it is today”.
“We’ve spent the last decade heroing the veg, long before conversations around fibre, ingredient transparency and healthier eating became mainstream,” she said. “Today, consumers are actively seeking the things we’ve believed in from the start.
”We’ve never been the biggest team in the room, but we’ve brought together people who care deeply about improving the industry we operate in, who back bold ideas and who aren’t afraid to challenge convention when they believe there’s a better way. That mindset has helped us create products people genuinely want to bring into their homes and build a business we’re incredibly proud of.
“The first decade built a remarkable platform. What excites me most is what this team can build from here.”
As Strong Roots looks to its next decade of growth, McCain global snacking president Peter Dawe said there was a “strong belief that its future should be led by someone who understands not only where the brand is going, but what made it matter in the first place”.
“Samuel Dennigan founded Strong Roots with ambitious aims, and he surrounded himself with an extremely capable team,” he continued. “When Samuel first asked Emma to establish and lead the UK business, it reflected the confidence he had in her ability to turn ambition into reality. The success of that business speaks for itself.
“Emma’s contribution to Strong Roots goes far beyond any one role. She has helped shape the company’s strategy, growth agenda and long-term direction while remaining deeply connected to the entrepreneurial spirit that made the brand successful in the first place.”
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