New boss announced at British organic and free range pig producer

Danish Crown, a Denmark-based food processing firm, has appointed Andrew Cracknell as the CEO of its UK British organic and free range pig producer Tulip.

Cracknell, who starts his job with immediate effect, is tasked with turning around the fortunes of the Warwick-based business.

Starting his career with the ABP Food Group, Cracknell joined Noble Foods becoming its CEO in 2014, eventually taking the position of managing director in 2016 of the red meat division within 2 Sisters Food Group.

Commenting on the appointment of Cracknell, Jais Valeur, group CEO at Danish Crown, said: “We’re in the throes of a major transformation in the UK and our focus has been on finding a leader who possesses in-depth knowledge of production as well as being a commercial heavyweight. I’m therefore extremely pleased to welcome Andrew on board.”

When asked about his new role, Cracknell added: “I am delighted to be joining Tulip Ltd and the Danish Crown family at such a key time. With so much uncertainty in the market both domestically and globally, I believe that Tulip is strategically positioned to grow.

“The high degree of vertical integration, from farm through abattoir and processing to great quality products, will deliver short, secure and sustainable supply chains that are vital in today’s marketplace.

“There is a lot to do and I am confident that by working together with our colleagues, our customers and suppliers we can succeed in building a sustainable future for the business.”