Agrexco UK will be headed by new general manager from this week.
Oded Yacovson, who has worked for the Israeli exporting giant since 1997, will take the reins from his predecessor Amos Orr.
He intends to set up five-year strategies, continue the hunt for niche products, and increase seafreight.
He has shadowed Orr since August and will take up his new role officially on Thursday.
Previously, Yacovson has held postions in various Agrexco departments in Israel, including accounting, marketing, the flower division and exotics.
He said: “I always knew that I wanted to work abroad to gain experience outside Israel, to understand and experience the problems facing branches first hand. This is a crucial time. We had the frost and now we have the currency situation - the pound against the shekel.
“To find ways to save costs is paramount but without jeopardising our quality and business service level.
“I am lucky to have a great team here,” he added. “All areas of the business are important, our wholesale division - which accounts for more than 30 per cent of the business - foodservice and processing, the work with category managers and our international trade.
“For my part, I hope to improve the understanding in the company of the differences that naturally exist between working in Israel and here, and overcome them. We have to remember that we are not just a marketing company, but have to have equal consideration with our partners the growers.
“There is a lot going on, it’s busy - the grape season is starting, which is one of the products that I will be looking after, as well as avocados later on in the year. It is somewhat unusual for general managers to take on a product range, but we feel that it is the best way to understand the problems that can arise and keep on track with what happens in the department.”
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