Green & Black's marketing director Carol Welch is joining Jordans Cereals as its new marketing and innovation director.
Jordans said Welch had been appointed because the company was placing more importance on quality and innovation to drive value growth in the breakfast cereal and bars market.
Welch was global innovation director at Cadbury Schweppes prior to joining Green & Black's. She will report to joint MD Ed Olphin, who has been the interim marketing director for the past two years.
"Carol's experience at Green & Black's and her excellent links with the organic community means she is well-placed to take Jordans to the next level," said Olphin.
Welch said she was excited by the opportunity to work with consumers who are concerned about the quality, provenance and ethics of their food.
"As a family business, Jordans' commitment to delivering the best-tasting cereals while conserving the environment offers huge potential to drive value growth in the category, and I am excited to be working with the team on this," she added.
Jordans Cereals was founded in 1972 by brothers Bill and David Jordan, who started out selling organic cereals from their family flour mill.
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