Brace’s Bakery has promoted sales & marketing director Scott Richardson to CEO as the business looks to expand.
Richardson will initially turn his focus on forming a seven-strong operational board, which he sees as the foundation for driving the £32m business forward.
MD Mark Brace and director Jonathan Brace are stepping back from operations to concentrate on future mergers and acquisitions.
The family-run bakery in South Wales supplies all the major supermarkets, symbol groups and convenience retailers in Wales and the South West of England. It will also begin to supply a “very popular discounter” within the next two weeks.
“When I joined the business 16 years ago, turnover was just £5m and we were very much a shop baker,” said Richardson. “The changes have been colossal and we have leapt forward through innovation. We’re now the brand leader in Wales and the South West, with a market share of 29%, and we will continue to grow the business through our three pillars of quality, service and taste.”
Prior to joining Brace’s, Richardson worked at Ranks Hovis and the Danish Bacon Company.
“We are delighted Scott has agreed to help us take the business to the next stage,” said Mark Brace. “He has proven to us over the years that he is dedicated to the industry and will build on the Brace’s family tradition.”
Jonathan Brace added: “With Scott taking over the operations we are sure that the business will go from strength to strength.”
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