BerryWorld UK appoints Paul Avery as MD as Paul Cole retires after 21 years
He rose to Managing Director, leading BerryWorld UK through significant expansion and organisational change.
UNITED KINGDOM – BerryWorld UK has announced that Paul Cole has retired after 21 years with the business, during which the company’s sales grew under his leadership. Paul Avery, previously Commercial Director, assumed the role of Managing Director on April 1, 2026, marking a transition of continuity and strategic succession.
Paul Avery succeeds Cole, bringing extensive experience across the business. He joined BerryWorld in 2006 as an Infrastructure Engineer and later moved into commercial roles, gaining expertise in sales, supply chain operations, product management, and production.
Therefore, this diverse background equips him to understand both the technical and commercial aspects of the fresh produce business.
On the other hand, Paul Cole joined the business in 2004 as an Account Manager. He rose to Managing Director, leading BerryWorld UK through significant expansion and organisational change.
His tenure saw sales triple, driven by increased volume and market presence, as well as the development of partnerships and internal teams that strengthened the company’s competitive position.
Adam Olins, Chief Commercial Officer of AgroBerries Group and founder of BerryWorld, said, “We are delighted to see Paul Avery step into the role. His experience and deep understanding of the business make him ideally placed to lead BerryWorld UK.”
Avery expressed his commitment to building on Cole’s legacy. “It’s a privilege to follow Paul Cole. His leadership and mentorship have had a lasting impact on the business and its people.“
Cole, reflecting on his tenure, said: “BerryWorld has been a central part of my life for over twenty years, and I am proud of what we have achieved together. Working alongside such dedicated partners and colleagues across the industry has been rewarding and fulfilling every step of the way. I have every confidence in Paul Avery and the team to continue to drive BerryWorld to new heights.”
For investors and industry stakeholders, the transition signals corporate continuity and strategic stability. Avery’s deep understanding of the business, together with his technical and commercial background, positions BerryWorld UK to navigate evolving market dynamics.
The company’s focus on internal succession rather than external recruitment reflects confidence in its talent pipeline.
As the fresh produce industry faces challenges such as climate volatility, logistics disruptions, and shifting consumer preferences, BerryWorld’s leadership continuity offers a model for sustainable growth through deliberate, long-term investment in human capital.
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