Newly created role showcases Bloom Fresh’s commitment to growing category value with creative development strategies and strict quality standards
Leading global fruit-breeding company, Bloom Fresh has announced the appointment of Paul Farmer as its new innovation and quality director. The hire underscores the company’s commitment to delivering cutting-edge innovation and exceptional fruit quality to growers, retailers and consumers.
Farmer brings a wealth of experience to the new role from his decade-long tenure in the retail industry. He began his career 16 years ago as a Source Technologist for grapes at Amfresh Group, the majority stakeholder and primary owner of Bloom Fresh. Most recently, he played a transformative role in driving growth across the fruit categories at two major UK retailers – Sainsbury’s and Marks & Spencer (M&S). His achievements include implementing direct sourcing models, championing innovation, and enhancing quality and consistency to meet customer expectations.
“Although the past ten years working in retail have been incredible, it feels like the perfect time to join Bloom Fresh,” Farmer said. “This new role is perfectly aligned with my passion to deliver incredible quality fresh produce to consumers while also enabling growers to farm in a more sustainable and reliable way, today and in the future. I can’t wait to play my part collaborating with retailers, growers, and breeding teams around the world to bring the next generation of varieties to consumers.”
Bloom Fresh chief executive, Josep Estiarte, said the appointment would allow the company to continue to push the boundaries of innovation.
“Bringing Paul onboard is a significant step for Bloom Fresh,” he said. “His unique blend of experience in retail, sourcing, and category growth will be invaluable as we continue to push the boundaries of innovation and ensure that every product bearing our name meets the highest standards of quality. This is not just about business growth – it’s about creating sustainable value for growers and retailers while delivering excellence to consumers.”
Estiarte said the move coincided with and increased focus on thestrict implementation of itrademarks and adherence to minimum quality standards from Bloom Fresh.
