Euan Venters has been named the new commercial director for the Fairtrade Foundation.

Venters joins the foundation from Greene King Brewing & Brands, where he was MD. Prior to Greene King, he worked at Sara Lee for 16 years where he held several senior positions in the UK, South Africa and the US, before becoming global brand president with strategic responsibility for Sara Lee’s global body care business.

“Fairtrade works with a whole host of leading retailers and brands, and I’m looking forward to collaborating with those businesses to increase their Fairtrade sales and strengthen their supply chains, so that we can make trade more sustainable and fairer for farmers and workers in the developing world,” he said.

Fairtrade Foundation CEO Michael Gidney added: “Euan has an impressive track record of growing sales and market share for consumer brands, so it’s great to have him on board as we seek to deliver the ambitious sales growth that will enable more farmers and workers to access markets on Fairtrade terms and trade their way out of poverty.”

Venters replaces Ashish Deo, who after four years at the foundation has taken up the role of CEO at the Responsible Jewellery Council.