Steve Murrells, who will take up his position in early October, will report directly into Carsten Jakobsen, who remains UK Chairman of Tulip Ltd and Vice CEO / President International of Danish Crown.

Mr Murrells, 44, brings with him a wealth of industry experience gained in a variety of positions with Tesco PLC, including Commercial Director, Fresh Foods, CEO for One Stop Stores and most recently he was responsible for the integration of the Garden centre business, Dobbies.

Commenting on the appointment Carsten Jakobsen said, "Tulip Ltd has experienced phenomenal growth over the last ten years and we are absolutely delighted to have attracted someone of Steve’s calibre to oversee the future development of our UK operation. Steve brings vast Retail experience enabling Tulip to become even more Customer focussed in the future.

"I and my senior management team are looking forward to working with Steve to help cement Tulip Ltd’s position as the leading supplier of Pork, Bacon and Value Added products to the UK’s retail and Foodservice sectors."

Steve Murrells explains, "Tulip is already a very successful business, in my new role I will be helping to shape the future of the UK operation. I am looking forward to working with my new colleagues to build on Tulip’s market leading position and am confident that we will continue to be at the very fore of the UK’s food manufacturing industry."