Olins has been managing director of BerryWorld, the soft fruit trading division of the Poupart Group, since it was formed in 1994.
He has been a director of Poupart since 1987 and takes up his new position on 1 January while still retaining his role as MD at BerryWorld.
As MD, he has guided BerryWorld from an initial turnover of £8m to £100m in 2006. He will replace Laurence Olins who moves to the role of executive chairman of the Poupart Group after 19 years.
"Laurence's continued involvement with Poupart over the coming years will guarantee continuity of management, while ensuring the expertise gained from a career spanning 38 years in the industry is not lost to Poupart," said David Gray, from Poupart's parent company Argent Group Europe.