Meat giant Danish Crown has brought in a new CEO for its subsidiary Tulip with a brief to improve earnings at its UK business unit.

Andrew Cracknell, who has previously held high-level executive positions at 2 Sisters Food Group and Noble Foods, takes up the job with immediate effect.

Jais Valeur, group CEO at Danish Crown, said: “We’re in the throes of a major transformation in the UK and our focus has been on finding a leader who possesses in-depth knowledge of production as well as being a commercial heavyweight. I’m therefore extremely pleased to welcome Andrew on board.”

Cracknell started his career with the ABP Food Group more than 25 years ago. Having worked in both the fresh and frozen divisions, he was appointed commercial director in 2009 and became a member of the board. 

In 2014, he joined Noble Foods as CEO and in 2016 he took up the position of managing director of the red meat division within 2 Sisters Food Group.

He said: “With so much uncertainty in the market both domestically and globally, I believe that Tulip is strategically positioned to grow. The high degree of vertical integration, from farm through abattoir and processing to great quality products, will deliver short, secure and sustainable supply chains that are vital in today’s marketplace.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“There is a lot to do and I am confident that by working together with our colleagues, our customers and suppliers we can succeed in building a sustainable future for the business.”

Valeur has had day-to-day responsibility for Tulip since June, concurrently with his job as CEO of Danish Crown.

Tulip has a range of brands from bacon – including Danepak – to canned goods, including Tulip Pork Luncheon Meat. It also supplies own label and sells into the foodservice channel.

In August, Danish Crown set out a raft of cost-cutting measures, blaming low pig prices for the move.