General Mills names commercial director

LONDON - General Mills UK, the company behind brands such as Old El Paso and Green Giant, has appointed Ed Culf as the commercial director for its new combined dough business.

General Mills names commercial director

He will be responsible for the sales and marketing functions for the Jus-Rol and Saxby's pastry businesses, based at General Mills' headquarters in Uxbridge.

Culf was previously business integration manager for General Mills UK and headed the integration of Saxby's into the company following its acquisition in February last year.

His history with General Mills dates back to 1996, when he joined as brand manager for Haagen-Dazs ice cream. Other brands he has worked on include Old El Paso and Green Giant, before he relocated to become general manager of General Mills New Zealand in 2002. He remained there for four years.

'By acquiring Saxby's, we have added the leading chilled pastry business to our market-leading Jus-Rol frozen pastry offer, meaning we are in the best position possible to develop and grow the pastry market in the UK,' Culf said.

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