James Truscott

James Truscott is the new sales sales and marketing director at Branston

The head of fresh produce for Tesco’s ill-fated US c-store chain Fresh & Easy has returned to the UK in a newly created role at Branston.

James Truscott, who was product category manager at Fresh & Easy for more than three years, has joined the potato giant as sales and marketing director.

The role has been created as part of an internal restructure to focus on the support Branston gives to its key customers.

Prior to Fresh & Easy, Truscott was executive vice president of Wild Rocket Foods - a company set up to supply Tesco in the US - for just over four years. He has also worked for Unilever, RHM, Kerry Foods and Natures Way Foods, where he was sales and marketing director for eight years.

“I am delighted to come on board and join the talented and passionate team already established at Branston,” he said. “It’s a restlessly ambitious and dynamic business.”

A spokesman for Branston added that there had, as yet, been no other changes to the team as part of the internal restructure. “These will take place once James has had time to settle and assess what is required and the direction he is taking,” he said.

Branston MD Graeme Beattie added: “As a company we are all too aware of the importance of adapting to change and addressing the challenges set, especially in the current landscape.

“The appointment of James into the role is fundamental to the evolution of our business. It will help ensure continuity in the supply of quality product, together with fresh thinking to develop and drive Branstonʼs ongoing growth.”

Tesco put Fresh & Easy up for sale in April. It was sold last month to private equity firm Yupcaipa, which took on 150 stores, 4,200 staff and its distribution and production facilities.