Foodvest, the owner of Young’s Seafood, has strengthened its green credentials with the appointment of Simon Rilatt as its first ever director of sustainability.

“This senior appointment underlies the key importance of the sustainability agenda not just for Young’s but for the whole Foodvest group,” said Young’s managing director Jim Cane, who wants to turn Young’s into one of the most prominent sustainable fish suppliers.

Rilatt has in-depth knowledge of fish and the Young’s brand, having been with the company since 1977. He was previously part of the brand’s purchasing team before becoming director of fish sourcing. Rilatt was also involved in a sustainability initiative involving Young’s Eastern Baltic cod fishery. In his new role, he will head Foodvest’s Fish For Life programme, which aims to ensure the group’s fish is procured and sold sustainably by implementing 10 principles for catching farmed and wild fish.

“Having worked most of my life in fish, it will be interesting to use my knowledge and perspectives to fully immerse myself in this most important of agendas,” said Rilatt. “Our Fish For Life programme has already generated interest around the world and become established as one of the leading models for our industry.”

Young’s is one of the fastest growing brands in UK food, with sales currently in excess of £260m a year. Rilatt’s role also covers Findus in Scandinavia and France, operations that are also owned by Foodvest.