Asda names new produce category director

Asda has named Ayaz Alam as its senior category director for fresh produce as the section begins a major range rebuild and strategy process.

Alam, who has been with Asda for 20 years, moves into produce from his position as senior director of Fresh Reinvention, where he supervised store changes in meat, bakery, chilled and meal solutions. He has also worked as a director in entertainment and electronics at the retailer, as well as a buying manager in various categories.

He will oversee upcoming changes in the produce category, including a range review due to begin in the next couple of weeks, as part of Asda’s Project Renewal.

Although the position does not manage anyone directly, as category director Alam will work with category planners at Asda, and the buying team at IPL.

See next issue of FPJ, out 21 October, for an exclusive interview with Asda fresh produce category manager, Charlie Mills.