Andrew Cracknell, a former executive with 2 Sisters Food Group and Noble Foods, has been appointed as the CEO of Tulip Ltd, the U.K. subsidiary of Danish Crown.

Cracknell, according to a press release from Danish Crown, brings with him considerable experience of the meat industry and the U.K. retail landscape, which will be essential in securing and growing Tulip’s position in the U.K. market.

Jais Valeur, group CEO at Danish Crown, said: “We’re in the throes of a major transformation in the U.K. and our focus has been on finding a leader who possesses in-depth knowledge of production as well as being a commercial heavyweight. I’m therefore extremely pleased to welcome Andrew on board.”


Cracknell, after graduating with a BSc degree, started his career with the ABP Food Group more than 25 years ago. Having worked in both the fresh and frozen divisions, he was appointed commercial director in 2009 and became a member of the board. In 2014, he joined Noble Foods as CEO and in 2016 he took up the position of managing director of the red meat division within 2 Sisters Food Group.

“I am delighted to be joining Tulip Ltd and the Danish Crown family at such a key time,” said Cracknell. “With so much uncertainty in the market both domestically and globally, I believe that Tulip is strategically positioned to grow. The high degree of vertical integration, from farm through abattoir and processing to great quality products, will deliver short, secure and sustainable supply chains that are vital in today’s marketplace. There is a lot to do and I am confident that by working together with our colleagues, our customers and suppliers we can succeed in building a sustainable future for the business.”

Prior to Cracknell’s appointment, Valeur had day-to-day responsibility for Tulip Ltd since June 2018. Those duties ran concurrently with his job as group CEO of Danish Crown.