Regional food group Heart of England fine foods (HEFF) has gone through a major restructure.

The organisation, which focuses on the West Midlands as part of the government’s national strategy for the Sustainable Farming and Food Delivery Plan, has appointed two new marketing executives for Herefordshire and Staffordshire.

Further additional administration staff have also been taken on at its Much Wenlock head office, in a major staffing restructure.

With membership at an all time high, HEFF says the restructure, which includes three internal management promotions, has enabled it to extend its service offering to regional speciality food and drink producers.

The move has seen Debbie Coxon, who has been with HEFF for three years as marketing executive for Staffordshire, take on the role of trade development manager, responsible for the expansion and management of all trade development activities.

Rachel Kitto moves to the post of trade development executive, working closely with Debbie in generating new business opportunities for HEFF members.

Taking over from Debbie as marketing executive for Staffordshire is Louise Pickford, a new recruit appointed in May 2005.

Jon May takes on the role of marketing executive for Herefordshire, having run the Food & Drink Information Centre for Hereford & Worcester Business Link since 2002.