Andrew Cracknell appointed to oversee ‘major transformation’ of Tulip

Andrew Cracknell has been appointed as CEO of Tulip, replacing Danish Crown CEO Jais Valeur in the role with immediate effect.

Mr Cracknell, who spent much of his career at meat giant ABP before joining Noble Foods in 2015, takes up the role with a clear mission of restoring earnings in Danish Crown’s UK business unit. Danish Crown said the 50-year-old had been chosen to manage the on-going transformation of Tulip.

He brings with him considerable experience of the meat industry and the UK retail landscape.
After graduating with a BSc degree, 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.

Mr Valeur has had day-to-day responsibility for Tulip Ltd since June 2018, concurrently with his job as Group CEO of Danish Crown.

Mr 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.”

Mr Cracknell said: “I am delighted to be joining Tulip Ltd and the Danish Crown family at such a key time. 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.

“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.”

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Editor of LBM titles Pig World and Farm Business and group editor of Agronomist and Arable Farmer. National Pig Association's webmaster. Previously political editor at Farmers Guardian for many years and also worked Farmers Weekly. Occasional farming media pundit. Brought up on a Leicestershire farm, now work from a shed in the garden in Oxfordshire. Big fan of Leicester City and Leicester Tigers. Occasional cricketer.