Rupert Ashby has been appointed CEO of the British Frozen Food Federation (BFFF).

Ashby this week moved into the role vacated on June 30 by Richard Harrow, who will head a pizza and pasta association.

"Big shoes to fill I know, but I am very much looking forward to it," Ashby said.

Originally farming for Co-operative Farms, Ashby spent 19 years working in three roles for the Country Land and Business Association (CLA), representing members with land or businesses in rural areas.