Meet The Team

Rob Ward
CEO
Rob has a proven track record in creating, scaling and exiting Agriculture, Food and Technology businesses. Rob is interim CEO for It’s Fresh Ltd, appointed by the Praesidium VC who recently invested in this business. He is building on the past successes of It’s Fresh and leading the business forward to its next stage of rapid growth.

Alasdair MacKay
COO
Alasdair has spent ten years delivering innovative technologies to extend the quality of fresh produce. Before joining It’s Fresh! he worked at AXA UK, latterly as Finance Director of Bluefin Wealth Management, and prior to this was Vice President of Finance at a 600-employee, 10-country, software consulting firm.

Justin Creasy
Technical Sales Director
Justin is an accomplished industry professional, has over 25 years of experience in the fresh produce industry supplying all UK retailers, 20 years of which as a Technical Director.

Jon Barfoot
Global Head of Sales
Jon joined the team in 2022 and brings 20 years of international food and fresh produce industry commercial leadership. Classically trained in retail category management, he also has experience of start-up food brands, both as a consultant for Unilever and with his own plant-based ventures.

Adam Edkins
Operations Director
Adam has been with It’s Fresh! for over 11 years, starting as Technical Manager and progressing to his current position. He holds a wealth of knowledge on packaging materials, coating and printing processes, as well as an in depth understanding of FCM legislation. His background and experience have been invaluable in the development of our old and new technologies and their deployment in marketable delivery systems.
Investor Directors

Graham Ellis
Praesidium VC Partner and Member of the Agri-FoodTech Investment Committee
Graham is an internationally experienced manager who spent the majority of his career driving the commercialisation of new technologies and products specifically in the areas of human nutrition, animal feed ingredients,

Adam Anders
Managing Partner of Anterra Capital
Adam is the Managing Partner of Anterra Capital, an independent growth capital fund that invests in fast-growing companies, that transforms the way we produce, move and consume food.