Canned fruit and soft drink giant Del Monte Royal Foods has appointed Edwin Petrie as UK managing director, with overall responsibility for marketing.
Del Monte has created the role in a UK management restructure to streamline commercial, production and technical operations.
Petrie has joined the company from wine and food business Anglo American Farms, where he was based in South Africa as managing director of food.
He will head Del Monte’s UK marketing department, with UK marketing controller Angela Ellis reporting to him.
Petrie will report to director of European commercial operations Stephen Thorpe.
Thorpe says: “We will be able to capitalise on our high awareness by extending our product and driving growth into new market sectors, such as food service.”
Petrie adds: “Drawing the UK commercial, production and technical teams together will enable us to bring new concepts to market more speedily.”
Del Monte’s creative agency is Delaney Lund Knox Warren and media is bought through Initiative Media.
A spokeswoman for Del Monte says Petrie is not expected to hold an agency review. The most recent “Man from Del Monte” TV ad campaign was on-screen in summer 1999. The company has just launched a press campaign.