RSPCA Assured announces new chief executive

RSPCA Assured announces new chief executive

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RSPCA Assured - the RSPCA’s ethical food label - has appointed Clive Brazier as its new chief executive.

Clive took up his new role on July 7 2016, after previously spending six months as acting chief executive and 19 months as the general manager of RSPCA Assured (previously Freedom Food).

The lifelong dog owner and animal lover said he is delighted to be appointed RSPCA Assured’s new chief executive and is looking forward to leading the scheme’s ongoing work to improve the welfare of animals farmed for food.

Clive said: “RSPCA Assured is unique in being the only food labelling and farm assurance scheme solely dedicated to improving farm animal welfare.

“It’s an honour to have been given 

Clive and sheep

the opportunity to lead such an important charity in its mission to help farm animals have a better life.”

And working closely with the food and farming industry is top of his agenda when it comes to achieving this mission.

Clive continues: “I want to ensure we have a strategy that enables us to help as many farm animals as possible. Around 42 million farm animals, plus many millions of salmon and trout, are currently on the RSPCA Assured scheme.

“By continuing to work closely with farmers, retailers and foodservice, I am confident we will have a further 100 million by 2020.

“I am lucky to have already met many dedicated RSPCA Assured members who are passionate about animal welfare and look forward to meeting many more over the

coming months.” 

Clive’s appointment follows the recent news that one in three people now recognise the RSPCA Assured logo - which launched last year. Further increasing that awareness is a priority for Clive.

“It’s a simple equation,” he said. “The more people that recognise the label, the more they will buy RSPCA Assured products and more farm animals will benefit from higher welfare standards.”

Prior to joining RSPCA Assured, Clive’s experience includes working for Tesco Stores Ltd, the DSGI Group (Dixons and PC World) and NAAFI (the Navy and Army Forces Institute).

If you are a journalist and would like more information, please contact:

Rebecca Lenik, media relations manager

01403 821752

Carole Stewart

07770 881578

RSPCA press office

0300 123 0244

Date: 26 Jul 2016