Case study
NFU
Director of Regions and Commercials
Opportunity
Reporting directly to the Director General and sitting on the Executive Leadership Team, the role carries responsibility for shaping and leading the NFU’s membership and commercial strategy, ensuring that income generation, professional representation, and member-facing services are fully aligned to the organisation’s long-term vision.
This was a rare opportunity for a senior leader with the influence, commercial acumen, and cultural alignment to shape the NFU’s future direction, champion its values, and deliver impact across both its membership and commercial operations.
Our approach
Working closely with the Director General and senior NFU leadership, Eden defined the capabilities required for a role that combined strategic oversight, commercial leadership, and deep engagement with a diverse membership base.
The search focused on individuals with proven experience leading large teams, strengthening complex stakeholder relationships, and delivering commercial growth within purpose-led environments.
Our mapping spanned agribusinesses across the supply chain, membership and trade associations aligned to agriculture, and leaders from outside the sector who demonstrated a strong affinity with British farming. We prioritised candidates who could “move the dial” on relationships, bring credibility with members, and balance commercial performance with cultural sensitivity.
The results
Eden’s targeted and rigorous search delivered a shortlist of six high-calibre candidates with strong leadership credentials, commercial track records, and a clear commitment to the future of British agriculture. Three candidates progressed to final discussions with the NFU President and the newly appointed Director General. The process was supported by psychometric profiling to assess behavioural style, leadership approach, and cultural fit.
Following a comprehensive interview process, the NFU appointed a Director of Regions and Commercial who brings deep sector knowledge, experience within a member-led organisation, and a proven ability to grow commercial opportunities and generate revenue.
The appointed leader combines strategic clarity with a collaborative approach, positioning them to strengthen the NFU’s commercial operations, enhance member value, and play a central role in shaping the organisation’s future direction. Their appointment marks a significant step in ensuring the NFU continues to deliver impact for its members while building a sustainable commercial foundation for the years ahead.