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Eating Better appoint new Executive Director

News | Published  18 September 2023

Eating Better is pleased to announce the appointment of Sarah Wakefield as its new Executive Director.

Sarah is joining Eating Better from WWF where as Head of Food Transformation she led the launch of the WWF-Basket and the Retailers Commitment to Nature. These commitments made by leading retailers set out to halve the environmental impact of the average shopping basket by 2030. 

Sarah Wakefield said:

“The case for a more healthy and sustainable food system has never been more urgent to tackle the nature, climate and obesity crisis without costing the earth. Less but better produced meat and dairy can heal our planet, boost our health and protect animal welfare. I am excited to work with the Eating Better alliance members and partners to bring about the transformation we need.”

Before joining WWF, Sarah spent a decade working in food retail across policy and sustainability at the Co-op. Her passion for food began as a Fairtrade campaigner and a job with Traidcraft. 

Duncan Williamson, Chair of Eating Better said:

"Sarah was the standout candidate from a very strong field of applicants. She impressed us with skills and experience in movement building and strategic leadership and clear enthusiasm for the work of Eating Better. We look forward to working with her closely to support growing the influence of the coalition."

Sarah will take up the appointment in November following a hand over from Simon Billing who has led the alliance for the last 5 years.

Duncan Williamson added:

“On behalf of the trustees and members of Eating Better, I want to thank Simon for his leadership and tremendous achievements in increasing our membership, bringing new funders on board, delivering impactful projects and raising the profile of the alliance.”