The Agriculture and Horticulture Development Board (AHDB) has announced the appointment of Sandra Ziles as the new Director of the Potato Council.

Sandra is passionate about food and farming and has a strong track record in developing and promoting British foods. Her role will be to lead the sector and champion the British potato industry by driving consumption and sales.

Ziles will join from Somerfield where she is currently Product Innovation Director responsible for the complete overhaul and re-launch of the high street retailer's own brand ranges and driving a foodie culture across the business. Prior to this Ziles was Product Development Director for RHM-RF Brookes, a Senior Food Selector at Marks and Spencer, and Head of Food Intelligence for Campden and Chorleywood Food and Drink Research Association.

Kevin Roberts, Chief Executive of AHDB said: “I am confident that Sandra will do an excellent job in managing the delivery of the GB potato strategy, developed by the Potato Council Board. As part of the AHDB Executive Management Team she will also help us to deliver the operational efficiencies and synergies demanded from the new integrated levy board structure.”

Allan Stevenson, Chairman of the Potato Council Board said: “I am delighted to be welcoming Sandra to the potato team. She brings a wealth of consumer-focused food industry expertise and management experience which will be invaluable in helping the Board shape the future work of the Potato Council; this is great news for our levy payers. I look forward to working with her.”

“I am a very excited to join the team at this exciting time for the AHDB” says Ziles: “I am passionate about farming and have a wealth of knowledge about the sector, good food, consumers and retail.  This will be an exciting challenge and I am committed to making a difference and driving the potato sector forward.”

Sandra will join the team in the Autumn. The current Chief Executive, Helen Priestley, will leave the Potato Council in August.