Soil Association Certification welcomes new commercial and marketing director

Soil Association Certification welcomes Alex Cullen as new recruit

The Soil Association Certification has appointed Alex Cullen as its new Commercial and Marketing Director. 

Cullen joins the UK organic certification business from NHS Blood and Transplant where she worked as the marketing lead. Prior to her role within the NHS, she was Head of Marketing at Marks & Spencer, working across a number of categories, including produce, protein, hospitality, convenience and CSR policy with Plan A.

Cullen developed her FMCG experience at Ferrero, where she worked with a number of confectionery brands, such as Kinder Chocolate and Ferrero Rocher.

Alongside her new role at the Soil Association Certification, Cullen will continue her position as a board trustee for UFI VocTech Trust and Chair of its Ventures Committee, a charitable trust which exists to further the development and adoption of technology to support vocational training.

“I’m delighted to be joining the Soil Association Certification at a pivotal point for meaningful systems change across food, fashion, forestry and beyond.,” Cullen said. “The organic standard is a holistic approach for sustainable agriculture, and I’m excited for these practices to further move into the mainstream.”

Commenting on her appointment, the association’s CEO, Dominic Robinson, added: “I am really excited to have Alex joining our team. The underlying trajectory of increasing demand for organic, sustainable forestry and ecosystem service standards is one that we see continuing into the future and I look forward to Alex helping continue to ensure that the Soil Association Certification Ltd is at the forefront of consumer demand whilst offering best in class client services.”