Henry Bell, the family-owned and leading quality pet and wild bird food producer, has set up a dedicated division to support its newly launched Henry Bell Wild Bird Care brand. The company has also bolstered its ranks with a number of high profile appointments to support the brand’s growth.

Tony Clare has been named Commercial Director of the Henry Bell Wild Bird Care division and will spearhead the new team. Tony’s most recent role was Supply Chain and Procurement Director at Gardman.

He has over 20 years of buying experience under his belt in retail, wholesale and ecommerce, specialising in globally sourcing components and finished products for import to the UK. He has formed strategic partnerships across China, South East Asia, India and Europe supplying OEM and branded products to the UK market.

Tony will have responsibility for the leadership and development of the Henry Bell Wild Bird Care brand and will play a crucial role in achieving its ambitious goals.

Tony will be supported by David West, Supply Chain Director. David has over 15 years of experience in senior procurement and supply chain roles within major blue chip and retail businesses such as SuperDry, Pernod Ricard and L’Oréal. David joins Henry Bell from Gardman where he oversaw the inbound supply chain.

The sales team has also been boosted with two senior appointments. Trudi Austin joins from Gardman where she was National Account Manager. She brings a strong consumer and gardening world’s experience to Henry Bell. She will work alongside Paul Barker, who will be responsible for the GCI and GCG channels. Paul has held various senior management roles at B&Q, Wyevale, Klondyke, Gardman and many flagship independent garden centres.

Thomas Lee, Managing Director of Henry Bell comments: “We are delighted to welcome such a strong team; each of them brings a wealth of knowledge and experience. They will be a tremendous asset to drive our plan and vision forward and help position Henry Bell Wild Bird Care as one of the leaders in the category.”