Ecotone UK has appointed Jonathan Fish as its new commercial director as the natural food company looks to accelerate the growth and visibility of its purpose-led, B Corp-certified brands, including Clipper Teas and Kallø.

Fish joins Ecotone from Danone, where he held senior commercial and category roles. His career began in fresh produce at G’s before moving into leadership positions at Andros, Hovis and Alpro, giving him wide-ranging experience across branded and private-label strategy in both chilled and ambient.

At Ecotone, Fish will focus on optimising the business for its next growth phase, with a 2026 plan that balances increased brand penetration with category disruption.

“The opportunity is in driving trial and visibility, supported by clear and simple health and sustainability messaging that helps educate and inspire shoppers”

Fish says he was drawn to Ecotone’s ‘can-do, entrepreneurial culture’ and the chance to work within a high-performing leadership team. “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.”

Commenting on Fish’s appointment, Bryan Martins, CEO at Ecotone UK, commented: “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.”

Fish succeeds Gareth Cooke, who left the business in June to join Gu.