Food brand Higgidy has announced that Emma Stowers, Ginsters MD, will take on the interim leadership role at Higgidy, as the current CEO, Rachel Kelley, departs to join KTC Edible Oils as MD.
Kelley, who has led the brand for over five years, oversaw Higgidy’s successful transition into Samworth Brothers and drove growth through traditional grocery channels with innovation, including the recent, award-winning Higgidy Slow Cooked Steak & Guinness Pie.
KTC is one of the UK’s leading food manufacturers and distributors, and the role “represents an exciting opportunity to lead the next phase of growth, following the business’s recent acquisition,” it said in a release.
With Kelley set to move on at the end of July, Emma Stowers steps into the interim role, taking the helm at Higgidy while continuing her current role as MD at Ginsters, bringing her extensive category experience to both brands.
Stowers spent four years as marketing director at Ginsters before being promoted to MD in December las year. She has had a leading role in resetting the Ginsters brand strategy including bringing to market the award winning Taste the Effort campaign, which has delivered significant positive impact on brand equity along with sales and penetration.
Stowers has also re-defined the brands image through a full portfolio award winning re-design and led the team in delivering category leading innovation plans, with recent successful launches such as the new Ginsters Pastry Toastie.
Matt Austin, group chief brand and strategy officer at Samworth Brothers, said: “It’s been an absolute pleasure to work with Rachel. She’s played a key role in leading growth for the Higgidy brand and her vision and passion will be missed.”
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