Bernard Matthews Farms has appointed Rob Mears as its new UK managing director, who moves up from the job of sales director on 7 August.

Mr Mears has nearly 30 years’ experience in the food industry, working with retail and wholesale companies around the UK.

In his new role, he will take responsibility for the management and leadership of the UK business, including the Bernard Matthews Farms brand and the business’ wider objectives of increasing turkey consumption. He will report into group chief executive Noel Bartram.

“Rob knows the business and the industry well, and following an extensive recruitment search, he was the right choice to take charge,” said Mr Bartram.

Mr Mears began his career with Mars in 1984 as a regional sales manager. From there he moved to Scottish Courage, RHM and United Business, acting as sales director at one of the UK’s biggest snack food companies. Over the next 10-year period he took on chief executive roles at The Baker Group and Worldwide Fruit Limited.

“Bernard Matthews is a great business with some fantastic people,” he said. “We have a very clear strategic direction in place, focused on growing turkey consumption, whether through own brand or own label products, and that is going to continue to be my focus in the short-term.”