The former head of upmarket Scottish deli chain McLeish Brothers and Aberness Foods has been granted a broad remit to drive the company's business north of the border.
Morrice plans to use his considerable experience in the deli market to expand the range of fresh and chilled products, and to develop a comprehensive local sourcing policy for Martin McColl's 180 Scottish stores, which includes 60 convenience outlets.
The move is in line with a recent change in direction for the company, which has traditionally focused on a CTN offer.
Martin McColl has been increasing its presence in convenience retailing for the past decade and views this market as a key area for future growth.
Morrice was also appointed as a non-executive director of independent convenience store group David Sands last month, advising the business on a part-time basis as it embarks on a £2m store opening programme.