Former Nestlé commercial director Rob Mesure is to lead the UK team of rice supplier Amira.

Mesure, who will be UK & European CEO for the brand, which is launching in the UK this week, was at Nestlé for more than 20 years. Former Nestlé colleague Tony O’Connor has been named commercial director. He was most recently commercial director for Veetee Rice.

Ian Straughan, meanwhile, has been named head of marketing. He has worked for Discovery Foods, Thorntons, and ABF’s Westmill Foods.

“We have hand-picked a leadership team in the UK that has the necessary experience to fulfil our ambitions in the UK,” said Amira chairman Karan Chanana.