Helen Whittle Takes the Reins at AF Group Amid Sector Shake-Up

AF Group, the UK’s leading agricultural buying group, has appointed Helen Whittle as Chief Executive Officer (CEO). A skilled commercial and procurement leader with a proven track record across global industries, Helen brings a wealth of experience and a clear strategic vision for AF’s future.

Helen joined AF in 2019 as procurement and commercial director, and soon after took on the role of interim CEO during a key period of transformation in 2020. Most recently, she served as chief procurement and commercial officer from late 2020 until her formal appointment as CEO in April 2025. Over her tenure, Helen has been instrumental in shaping AF’s procurement strategy, enhancing supplier partnerships, and driving greater value for the group’s members.

With a career spanning the pharmaceuticals, automotive, energy and agricultural sectors, at companies such as Novartis, Jaguar Land Rover, Johnson & Johnson, and E.ON, Helen brings expertise in procurement at scale, leading transformational change, and building high-performing teams. Her cross-sector background uniquely positions her to lead AF through a time of important changes in agriculture.

"As CEO, my role is to ensure we deliver long-term value for our members by staying agile, innovative, and connected to their needs," says Helen.

“My vision is for AF Group to be the go-to partner for rural businesses, not just for procurement savings, but as a strategic ally. That involves investing in the right technology, staying closely aligned with our members’ needs, and developing partnerships and models that support their long-term success,” says Helen.

Helen is passionate about supporting UK farmers and rural businesses through the uncertainties of market volatility, policy shifts, and climate pressures. She emphasises AF’s role as more than just a buying group: “We are member-owned and member-driven. Our strength lies in collaboration, shared values, and the collective power of our community. Our role is vital in ensuring our members are getting a fair deal. Margins are tight in this industry, and farmers need more support than ever during such challenging times.”

Helen’s appointment comes at a pivotal time for UK agriculture, and under her leadership, AF is set to strengthen its commitment to innovation and digital transformation, member support, and long-term sustainability across the sector.