Bloom Fresh™ International Limited has appointed Paul Farmer as its innovation & quality director. Farmer brings a wealth of experience to the company 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.

This appointment is a clear statement of Bloom Fresh's dedication to advancing the value of the grape, cherries, and blueberries categories through innovation that benefits growers' livelihoods, consumers' experiences, and global sustainability.

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"Although the past 10 years working in retail have been incredible, it feels like the perfect time to join this company," says Farmer. "This new role is perfectly aligned with my passion to deliver quality fresh produce to consumers while also enabling growers to farm more sustainably and reliably, today and in the future. I can't wait to play my part in collaborating with retailers, growers, and breeding teams around the world to bring the next generation of varieties to consumers."

"Bringing Paul on board is a significant step for Bloom Fresh," says Josep Estiarte, CEO, "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. This will coincide with more focus on the strict implementation of our trademarks and adherence to minimum quality standards."