Morrisons has appointed former Asda manufacturing director Joe Blaize as category trading director for breakfast grocery, biscuits, crisps and snacks.
Blaize spent 13 years at Asda, joining as a commercial graduate before rising through a number of commercial roles include senior buying manager for dairy and for fresh meat.
He was appointed head of procurement and trading for Asda IPL businesses Forza and Kober, which make prepared meats for Asda’s own label, in May 2025.
“We’re delighted to welcome Joe to Morrisons,” the supermarket said, announcing his appointment on 30 January.
“A Harper Adams University graduate with a passion for food and the industry, Joe brings strong commercial expertise, a collaborative mindset and a real enthusiasm for developing teams, building supplier relationships and seeing great products land in stores for customers,” Morrisons said.
“We’re excited to have Joe on board and look forward to the impact he’ll make as part of our trading leadership team,” added Morrisons.
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Blaize is the latest appointment to Morrisons’ new-look trading team following a major shake-up of the commercial team at Hilmore House under group trading director Andrew Staniland.
The restructure, which was revealed exclusively by The Grocer in March 2025, has seen consolidation of category buying teams, with five layers of reporting being reduced to three. It’s also included the creation of 10 new roles, including three category directors.
The Grocer understands the wider shake-up has led a number of senior category directors to leave Morrisons over recent months, including head of frozen Rebecca Stanton, who left Hilmore House after two years in October for a new role at Sofina Foods.
Among the incomings, Blaize is the latest trader to join from fellow Yorkshire rival Asda, following Kelly-ann McQueen who was appointed as its new trading director for dairy and eggs in October.
Asda confirmed Blaize’s departure. His role will not be directly replaced, instead Rachel Williams will take over his trading responsibilities.
Meanwhile Max Hilliard - who returned to Asda IPL in November - will take on responsibility for procurement as part of his role as Forza and Kober MD.
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