Greengrass, who joined Blue Diamond this week, has held a range of senior roles in businesses including Fromageries Bel and Rank Hovis McDougall. Most recently he was marketing director of Freedrinks-owned adult soft drinks brand Zeo in the UK.
Snacking almonds and drinks
In his new position he will be responsible for the development of Blue Diamond’s consumer brands business, including snacking almonds and Almond Breeze drinks, across Europe.
“Snack almonds and almond milk are exciting products to be working on – particularly as they meet the ever-increasing consumer demand for healthy snacks and beverages,” said Greengrass. “Both categories have experienced significant development throughout Europe and I am looking forward to contribute to their further growth.”
Greengrass has worked in the food industry for 25 years, on brands including Hovis and Bisto in his time at Rank Hovis McDougall. He joined Fromageries Bel in the UK in 2007 as marketing director and progressed to global brand & category director, and also worked as senior marketing manager on the Häagen-Dazs global strategy and communications team for General Mills.
Greengrass brought with him a wealth of sales and marketing experience in the grocery sector, said Blue Diamond Growers president and chief executive officer Mark D Jansen.
Grocery sector knowledge
“This is an exciting time for Blue Diamond and we’re delighted to have Ian on board,” he added. “His great knowledge of the grocery sector will help continue to drive our business forward in the ever-growing almond milk and snack nut sectors.”
Founded in 1910, Blue Diamond was the first grower-owned cooperative for marketing almonds and now comprises more than 3,000 almond growers in California. Its product range includes flavored snacking nuts and a range of milk alternatives and drinks.