BerryWorld UK Promotes Paul Avery To Managing Director

Commercial Director Paul Avery has stepped into the role of Managing Director at BerryWorld UK, following the retirement of Paul Cole after 21 years with the business. 

Image: BerryWorld UK | Paul Avery

Incoming MD Avery benefits from over twenty years of experience at BerryWorld, the company said, and brings “extensive cross-functional experience” and  a “deep understanding” of the business to lead BerryWorld into its next phase.

Avery joined BerryWorld in 2006 as an Infrastructure Engineer before moving into commercial roles, where he developed broad experience across sales, supply chain operations, product management, and production. 

Since then, Avery has taken on increasing responsibility within BerryWorld, most recently serving as Commercial Director where he played a key role in driving growth and strengthening partnerships.

The company said Avery brings deep experience, a strong understanding of the business and a genuine passion for the berry category. 

“Having first joined BerryWorld twenty years ago and most recently serving as Commercial Director, he has played an important role in our journey and in shaping the business we are today,” BerryWorld said. 

“We are excited to see him bring his energy, insight and leadership to this next chapter.”

Paul Cole Retires

Image: BerryWorld UK | L-R: Paul Cole with Paul Avery

Paul Cole, meanwhile, has retired as Managing Director after 21 years since joining BerryWorld in 2004 as an Account Manager.

“We would like to thank Paul Cole for the remarkable contribution he has made to our BerryWorld,” the company said. 

"His leadership, integrity and commitment helped shape the business we are today, guiding us through significant growth, and his impact will be felt for years to come, not only in the strength of the business, but in the people and relationships built along the way.”

BerryWorld was formed in 1994 as a joint venture with Edward Vinson, with Adam Olins as the founder and CEO. 

Today BerryWorld is a fourth-generation, family-founded, forward-thinking berry company with operations across the world.