Case study
British Berry Growers
Executive Chair
Opportunity
Eden partnered with British Berry Growers (BBG), the industry body representing c.95% of the UK’s commercial soft fruit growers, to appoint a new Executive Chair following the planned retirement of long-standing Chair Nick Marston after nine years of impactful leadership.
This appointment came at a pivotal time for the sector. While the UK berry category continues to grow strongly, the industry faces increasing external complexity including labour availability, rising production costs, environmental regulation, and evolving trade policy. At the same time, the importance of effective advocacy across government, retail and the wider supply chain has intensified.
BBG required a highly credible, outward-facing leader to provide strategic clarity, strengthen alignment across its Policy, R&D and Marketing workstreams, and act as the primary voice of the sector. This was a rare opportunity to lead a respected trade body and influence the long-term resilience and competitiveness of UK horticulture.
Our approach
Working closely with the BBG Board, Eden developed a leadership profile centered on credibility, political awareness, and the ability to influence at a national level. The search targeted senior leaders across horticulture, fresh produce, food supply chains focusing on individuals with experience in advocacy, government engagement, and representing complex member organisations.
The process was highly targeted and discreet, with assessment prioritising communication, diplomacy, and the ability to balance diverse stakeholder interests while maintaining clear strategic direction. This resulted in a shortlist of four exceptional candidates, all progressing to final stage interviews.
The results
Following a rigorous selection process, BBG appointed Ali Capper as Executive Chair. Ali brings extensive leadership experience within UK horticulture and a strong track record in industry advocacy, stakeholder engagement, and sector collaboration. Her appointment strengthens BBG’s ability to influence policy, support its members, and represent the sector with authority.