Rachel Kelley is set to leave her position at Higgidy to become the managing director of KTC Edible Oils, with Emma Stowers, who currently serves as MD of Ginsters, stepping in as interim CEO of Higgidy.
Kelley joined Higgidy in 2021 and has played a significant role in broadening the brand’s distribution, securing partnerships with entities such as British Airways and Gousto. Additionally, she successfully guided Higgidy through its transition into Samworth Brothers following the acquisition.
Kelley is expected to start at KTC by the end of the month, where she will lead the food manufacturing and distribution company into its next growth phase, following its recent acquisition by Whitworths Food Group.
In the interim, Stowers will oversee Higgidy while maintaining her responsibilities as managing director at Ginsters.
Stowers has spent four years in the role of marketing director at Ginsters before her promotion to MD at the end of last year. Her leadership has been instrumental in reshaping Ginsters’ brand strategy, including the launch of the ‘Taste the Effort’ campaign, which has significantly boosted brand equity, sales, and market penetration.
Commenting on this transition, Matt Austin, group chief brand and strategy officer at Samworth Brothers, remarked, “It has been an absolute pleasure to work with Rachel. She has played a key role in leading growth for the Higgidy brand and her vision and passion will be missed.”
He also expressed enthusiasm for Stowers’ dual role, noting, “Emma has really driven Ginsters’ recent success and transformed consumer perceptions of the brand. Emma has really made her mark since being promoted to Ginsters MD and we can’t wait to see the results as she brings her expertise to Higgidy too.”