He was formerly head of retailer support with Budgens, where he was responsible for 100 stores and was one of the driving forces behind the creation of the company's wholesale business six years ago.
Fitton said he aimed to make the most of the Spar name and combine it with the benefits of the Blakemore family business. "AF Blakemore is a good family-run business which doesn't entail many of the complications associated with a plc," he said. "It also seems there is freedom to express yourself."
AF Blakemore managing director Peter Blakemore added that Fitton's skills would be a huge asset.