Belvoir Fruit Farms appoints new director of international to lead export sales


Belvoir Fruit Farms has appointed Lee Hemmings as its new director of international to lead the burgeoning export side of the business.

Hemmings joins the family-run premium adult soft drinks maker from Tyrrell’s Crisps where he headed up their Asia Pacific and North American divisions. Hemmings was also a key player in the successful relaunch of Tyrrell’s Crisps in Australia with the opening of a factory there.

Prior to his job at Tyrrell’s Crisps, Hemmings cut his teeth in the exporting divisions of both Foxes Biscuits and Green & Black’s Chocolate, while his working life began 20 years ago filling fridges for Coca Cola before rapidly moving up the company career ladder.

As he returns to the soft drinks sector, Hemmings is looking forward to using his invaluable experience to help drive Belvoir’s exports.

Hemmings said: “There are a number of similarities between Belvoir Fruit Farms and Tyrrell’s Crisps on which I can draw; both are family run with a background in farming and both make quality products, using only natural ingredients and nothing artificial. I love the fact that Belvoir’s elderflowers are not only the finest but still hand-picked in the British countryside. We also use the same recipe today to create the Elderflower Cordial as was used in 1984 when it was made in the family kitchen. It’s a fantastic brand and its British provenance makes it very popular in certain markets where I intend to grow sales.”

Hemmings will be at Anuga from 7-11 October in Cologne on the Belvoir stand (Hall 10.2 Stand F064) where he would be delighted to talk to anyone interested in sampling the Belvoir range.