Bord Bia, the Irish Food Board, has appointed Donal Denvir as the general manager in Great Britain with immediate effect.
He replaces Michelle Butler, who left the company earlier this year to join a PR agency, having held the role for seven years.
Denvir will be responsible for promoting Irish products in the UK, with a particular focus on raising the profile of Ireland's sustainability programme, Origin Green.
He joins the team from an internal position as Bord Bia manager in Germany, where he spent four years managing the awareness building programme for Irish food and drink within the DACH region of Germany, Switzerland and Austria.
Denvir started his career as a journalist and newsreader before becoming a market advisor for Bord Bia Germany. He then spent four years with Synergy Flavours, devising and implementing marketing strategies for the Asian food and beverage market, before re-joining as manager of Bord Bia Germany in 2014.
He said: "I'm delighted to be joining the GB team. Ireland has an immensely rich tradition for producing quality food, and with Irish farming still very much a family-based industry, having the ability to drive awareness and support the outstanding producers up and down the country, is an immensely rewarding and enjoyable prospect.
"The strength of the relationship between the UK and Ireland, and our intertwined food and drink industries, has never been more important. We're very much dedicated to continuing and strengthening this relationship by sharing key learnings, best practice and quality products from our industry-leading producers, as well as championing the sustainability agenda for the greater good of operators, retailers and wholesalers across Great Britain. It's an exciting time and I can't wait to get started."