Our AF Directors

My first responsibility as the new AF Chair is to make sure I understand every aspect of the AF business. I am enjoying spending time with the AF procurement and finance teams and talking with our Members, to analyse the processes at work.

I have spent my career working with farmers, and many years in different ‘links’ in the supply chain that farmers and other rural businesses rely on. To my role as Chair of AF, I bring the strength of over 30 years’ experience in the agricultural supply industry. I have held senior board positions both in the UK and Europe with BOCM PAULS and ForFarmers.

Alongside my role at AF, I chair the Poultry Board at Red Tractor as well as two pension scheme boards.

I believe that the best supply chains are those that work well for purchasers and suppliers alike. It is my challenge and pleasure to join AF at a time when we’re all more aware of the multiple pressures in the chains that deliver the inputs our Members need.  With the Board of Directors and the whole AF team it is good to see AF excel in procurement and making supply chain relationships stronger than ever.

William’s business has been a member of AF – and previously Mid Norfolk Farmers – since the late 1960’s. William has a longstanding family connection to the organisation as his father Henry was chairman of Mid Norfolk Farmers and a former AF director.

William has a BSc (Hons) degree in Rural Land Management from Reading University and worked as a land agent since 1992, specialising in capital taxation, diversification, renewable energy and succession planning.

He is a trustee for a number of East Anglian estates and farms and is past president of the Norfolk Valuers Association. William is chair of the AF Membership & Marketing Executive.

Richard has 18 years experience as a Non-Executive Director and has operated in a wide range of commercial, membership, government and educational organisations. 

He was appointed to the Animal Health and Welfare Board for England in 2012 and became Veterinary Delivery Project Board Member in 2013. Richard has had roles with the Royal College of Veterinary Surgeons, First Milk, Assured Foods Standards (Red Tractor), DairyCo, Assured Dairy Farms and Westbury Dairies. He was NFU County Chairman for Bedfordshire and Huntingdonshire from 2010-2015. 

William has diversified his business to include a golf centre which includes an 18 hole and 9 hole golf course, conference centre, club house and pro shop.

Today, the business farms & contracts over 1200 hectares of mixed cropping, runs a haulage and engineering enterprise, pedigree suckler beef & continues growing potatoes, both ware & seed.

From Director of Anglian Produce, Tony became a Non-Executive Director then Chairman of Greenvale AP Limited, a potato packing & marketing business. Tony then went on to be Non-Executive Director of the group holding company.

Tony did three terms with the British Potato Council. On the AHDB Potato Council he focused on research, especially links to Cambridge University Potato Research Association. Tony has been the Norfolk NFU County Chairman & National Council representative & is now East Anglia Regional Vice Chairman, continuing his work in the agri-political arena.

At the time he joined the business in 2005 the focus was growing root crops and combinable crops around The Wash. With the benefit of a highly skilled team and using modern machinery and precision farming G.H.Hoyles Ltd now supply a variety of produce to the retail sector. As a business they have invested in renewable energy, efficient refrigerated storage and water management to help them to sustainably and reliably supply their customers.

Perry began his career as a driver and worked his way up through the ranks holding various director roles before being appointed Chief Executive Officer UK and Ireland DHL. Perry has been responsible for the strategy, operations, business development and profit and loss in a £65billion Euro global corporation.

Sarah is a strong advocate for mutuality, believing that it’s a long-term, sustainable business model which promotes value for money and an ethos of outstanding service for members.  

As a chartered accountant, for 10 years Sarah was a partner with Ernst & Young in London. During that time, she specialised in corporate investigations, regulation and litigation support.  

Sarah is Chairman of The Wine Society and former Chairman of Ipswich Building Society, both mutuals. She is also a Trustee of East Anglian Air Ambulance and a non-executive director of Heronsgate Capital, a start-up financial advisor.

I started my career in the gruelling world of hospitality and food service but I come to AF after several years managing rural estates, where I have been responsible for a variety of agricultural businesses including arable, vegetable and livestock operations.  Although I do not pretend to be a farmer (nor a land agent) I have worked with large and small farms in Hertfordshire, Dorset and Norfolk and it has been my privilege to learn from some exceptional farmers and farming families.

I have over 20 years’ experience of providing support and finance for agricultural businesses of all types and sizes.

I worked in the financial services industry before moving full time in to farming. Back in 1977, I joined Barclays, initially working in corporate banking before shifting focus to the agriculture sector and concluding my time with the bank as national Head of Agri-Food.

I’m part owner and director of North Farm Livestock Ltd which is a pig production business supplying free-range pork to a major UK food retailer. I’m also a member of the Red Tractor Pigs Board and a Trustee of a local multi-academy educational trust.