Taking over the role with immediate effect, Cracknell will be tasked with restoring earnings in theUK business unit, and help secure and grow Tulip’s position in the market.
He takes over from Jais Valeur, who was running Tulip at the same time as holding down his position as group CEO of Danish Crown.
Cracknell has over 25 years in the meat industry, starting at ABP Food Group. He was appointed commercial director at the business in 2009 and became a member of the board. In 2014, he joined Noble Foods as CEO and in 2016 took up the position of managing director of the Red Meat Division within 2 Sisters Food Group.
On his new role, Cracknell said: “I am delighted to be joining Tulip and the Danish Crown family at such a key time. With so much uncertainty in the market both domestically and globally, I believe 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.
“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.”
Danish Crown CEO Valeur 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.”