Somerfield product innovation director Sandra Ziles is leaving the supermarket to become director of the Potato Council.

Ziles, who will leave her post at Somerfield in the autumn, has been credited with the overhaul and relaunch of its own-label ranges and creating a higher-end food culture.

She will take over at the Potato Council, a levy body funded by UK potato growers, and which since April 2008 has been a division of the Agriculture and Horticulture Development Board, when the current chief executive Helen Priestley moves on in August.

Reporting to AHDB chief executive Kevin Roberts, Ziles' remit will be to put into practice the Potato Council board's strategies on a range of issues

including marketing and efficiency.

Ziles has had an extensive food industry career. Before Somerfield she was product development director for RHM-RF Brookes, as well as a senior food selector at Marks & Spencer, and head of food intelligence for the Campden and Chorleywood Food Research Association.

"Sandra brings a wealth of consumer-focused food industry expertise and management experience, which will be invaluable," said Potato Council board chairman Allan Stevenson.

The Potato Council has run high-profile campaigns recently to boost consumption of spuds.

This year its Love Potatoes initiative has looked to broaden the appeal of spuds beyond older consumers and highlight their versatility and value for money.