EVESHAM-based Dawn Foods, one of the world's largest independently owned bakery manufacturers, has appointed Jim Antrup as its new commercial director for the UK and Ireland.

Mr Antrup has been working for the firm in the US for the last six years, and will now work to further develop the strong sales growth the company has experienced in the UK over the last few years.

In particular, he will focus on developing Dawn's capabilities to produce high quality frozen products.

"I am delighted with my new appointment and extremely excited about the opportunities in the UK and Ireland," he said.

"There are differences between the US and UK markets, for example the US prefers sweeter products, while the UK is seeing demand for a greater range of ambient wrapped cakes alongside fresh baked products.

"However, many of the key issues facing the industry, such as the need to attract and maintain a highly skilled workforce, are the same.

"Over the next few months, I will be meeting with many of our customers to attain a detailed understanding of their particular needs."

Dawn Foods supplies American style mixes, bases, icings, part finished and fully finished products.