Ecotone UK Appoints Jonathan Fish As New Commercial Director To Accelerate Brand Growth And Visibility
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Pioneering natural food company, Ecotone UK, has named Jonathan Fish as its new Commercial Director, bringing with him over 15 years of commercial, category, and strategic leadership experience in FMCG.
Jonathan joins the company at a pivotal time as it targets the next level of growth across its strong portfolio of purpose-led, B Corp-certified brands, including Clipper Teas and Kallø.
His immediate focus is on optimising the business for the next chapter, including a full 2026 plan that balances brand penetration and category disruption.
A passionate foodie at heart, Jonathan was drawn to Ecotone for its commitment to making food for biodiversity through relatable, purpose-driven brands and strong trade relationships.
Jonathan Fish, says: “the company’s can-do, entrepreneurial culture and the opportunity to work within a high-performing leadership team was very compelling. It’s a fast-paced, ambitious business with the right combination of standout products and trusted customer partnerships. There’s a real appetite here to do things differently and deliver meaningful growth.”
“We have incredibly loyal consumers and high-performing brands in areas like organic tea, rice cakes and broths – but relatively low penetration in some categories,” he explains. “The opportunity is in driving trial and visibility, supported by clear and simple health and sustainability messaging that helps educate and inspire shoppers. What excites me most about Ecotone is that it’s a business that delivers through people, with purpose embedded in everything from farming to the final product.”
Jonathan joins Ecotone from Danone, where he served in senior commercial and category roles. His career began at fresh produce business, G’s, before holding positions at Andros, Hovis, and Alpro, giving him a balanced background in private label and branded strategy, across chilled and ambient.
Bryan Martins, CEO at Ecotone UK, adds:
“We’re delighted to welcome Jonathan to Ecotone UK at an exciting time in our growth journey. He brings a valuable balance of commercial sharpness, strategic thinking, and passion for good food. We’re confident with his leadership we can accelerate our branded growth, and help to make sustainable, organic food more accessible to consumers. I’m looking forward to working closely with him as we execute our strategic vision.”
Jonathan Fish replaces Gareth Cooke, who left the business in June 2025 for a new role with Gu.
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