William Pierce, who has retired as chairman of the promotional body for UK soft and stone fruit welcomed the appointment: 'I am delighted Laurence has agreed to become chairman and I am sure with his high standing in the industry, NSF will continue to thrive under his leadership,' said Pierce.

Olins represents the third generation of a renowned fruit-marketing family and has himself 32 years experience in the fresh produce trade.

As well as md of Poupart since 1987, Olins has been director of BerryWorld since 1994 and chairman of OrchardWorld since 1998. He is also a trustee of Brogdale.