Matt Birch appointed Central England trading executive

His role will be to ’ensure the future development and growth of an already highly successful co-op’

Matt Birch is joining Central England Co-operative as the society’s trading executive. The move comes as Tony Carroll, deputy chief and trading executive, announced he is retiring later this year. 

In his new role at Central England, Mr Birch will be responsible for all aspects of the society’s diverse portfolio of businesses, from trading development, customer and marketing, to food retail, funeralcare, travel and other specialist businesses.

He joins the society from Sainsbury’s, where he was director of commercial operations with responsibility for central trading activities and the convenience channel. He previously held director roles in finance and property and ran retail operations in the north west.

“Central England Co-operative is delighted to welcome Matt at a time of growth and development for our society,” said Martyn Cheatle, chief executive.

“We value the experience he brings with him and we are all looking forward to working together for a bright future for our colleagues and members.”

Mr Birch holds a non- executive role with Mersey Care NHS Trust and has been a strong advocate for the community agenda. He was drawn to the role at Central England because of its “very public and wide ranging set of community investment schemes, as well as the society’s ethical and democratic structure”, he said.

“I’m really excited to be joining Central England Co-operative where I can combine my retail experience in a growing and forward thinking environment, with my interests in community development and social investment,” added Mr Birch.

“My role will be to ensure the future development and growth of an already highly successful co-op.”

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