Freedom Food, the RSPCA’s farm assurance scheme, has appointed John Akehurst to the newly created position of marketing controller.

Akehurst has 14 years of experience as a freelance marketing consultant and has worked with a number of major charities in the UK such as Oxfam and the Birth Defects Foundation. Prior to this Akehurst was an account director for high-profile marketing and design agencies. He worked on food packaging and advertisements for M&S, Safeway, Tate & Lyle, Nestlé and Cherry Valley.

“Consumer demand for higher-welfare products such as chicken and free-range eggs is at an all-time high as people become more aware of the provenance of food,” said Akehurst. “It is an exciting time to come on board and I am committed to increasing communication with our members and continuing to work closely with producers and retailers.”

Freedom Food is a farm assurance and food labelling scheme set up by the RSPCA in 1994 to improve farm animal welfare and to address growing consumer demand for higher welfare produce. Products bearing the Freedom Food logo can be found in most major multiples.