Kerry Primarolo allergen ambassador

In-store bakery supplier Country Choice has appointed its technical manager Kerry Primarolo as an ambassador for allergen awareness. 

The company said the role is pivotal in educating and supporting convenience retailers to ensure they are compliant with Natasha’s Law - a critical initiative aimed at safeguarding consumers with food allergies.

Primarolo will be responsible for providing training to colleagues so that they can help customers identify best practices in allergen compliance.

She will also support sales colleagues who engage with convenience retailers to enhance their understanding of Natasha’s Law, guiding them through the necessary steps to ensure compliance and making them aware of the many solutions that Country Choice has on offer to help them.

In addition, Primarolo plans to educate through producing a series of short videos aimed at improving knowledge around allergens and their importance when preparing food in-store.

Country Choice explained that with at least two million people in the UK living with diagnosed food allergies, labelling allergens has never been more important.

The role of an allergen ambassador has been a “crucial” appointment for the company.

Commenting on Primarolo’s new rold, Paul Nieduszynski Sysco GB chief executive officer said: “Kerry’s expertise and passion for food safety will undoubtedly contribute to a safer and more informed environment for consumers and retailers alike. At Country Choice we recognise the importance of collaboration and, along with parent company Sysco GB, are proud to be a strategic partner of the Natasha Allergy Research Foundation.”

Nadim and Tanya Ednan-Laperouse founders of the Natasha Allergy Research Foundation said: “Natasha would be immensely proud of the law in her name because it has transformed the everyday lives of hundreds of thousands in this country - particularly younger people who are more likely to purchase ‘food on the go’ from sandwich shops.”