Farmer co-operative the Welsh Meat Company has made David Nicholson acting general manager to boost retail sales of its Celtic Pride brand.
He replaces managing director Jane James.
Nicholson’s previous roles have included managing director at meat supplier Oriel Jones & Son and UK quality manager for Heinz at Campden and Chorleywood Food Research, where he established the European Food Safety Inspection Service.
Celtic Pride products include Welsh Lamb Sausage and Welsh Beef Burger.
Marketing manager Nicola Raymond-Evans said: “David has the experience needed to ensure the Celtic Pride brand continues to develop and provide new, quality markets for the Welsh farming industry.”