Fruit-breeding company Bloom Fresh International Ltd. has appointed Paul Farmer as its new innovation and quality director.
Farmer brings a wealth of experience to Bloom Fresh from his decade-long tenure in the retail industry, according to a news release. He began his career 16 years ago as a source technologist for grapes at AMfresh Group, the majority stakeholder and primary owner of Bloom Fresh. Most recently, he played a role in driving growth across the fruit categories at two United Kingdom retailers: Sainsbury’s and Marks and Spencer. His achievements include implementing direct sourcing models, championing innovation and enhancing quality and consistency to meet customer expectations, the company said.
Bloom Fresh said the appointment is a statement of its dedication to advancing the value of the grape, cherries and blueberries categories through innovation that benefits growers’ livelihoods, consumers’ experiences and global sustainability.
“Although the past 10 years working in retail have been incredible, it feels like the perfect time to join Bloom Fresh,” Farmer said. “This new role is perfectly aligned with my passion to deliver incredible quality fresh produce to consumers while also enabling growers to farm in a more sustainable and reliable way, today and in the future. I can’t wait to play my part collaborating with retailers, growers and breeding teams around the world to bring the next generation of varieties to consumers.”
“Bringing Paul onboard is a significant step for Bloom Fresh,” said CEO Josep Estiarte. “His unique blend of experience in retail, sourcing and category growth will be invaluable as we continue to push the boundaries of innovation and ensure that every product bearing our name meets the highest standards of quality. This is not just about business growth — it’s about creating sustainable value for growers and retailers while delivering excellence to consumers. This will coincide with more focus from Bloom Fresh on the strict implementation of our trademarks and adherence to minimum quality standards.”
With Farmer’s expertise, Bloom Fresh said it is poised to accelerate its efforts to bring innovative, high-quality fruit varieties to market, ensuring that its products remain at the forefront of consumer preference while supporting the livelihoods of growers worldwide.
