Taura Natural Ingredients, the fruit ingredients and snacks company, has appointed a new head of sales and marking for Europe, Middle East and Africa (EMEA).

Peter Forceville will be responsible for overseeing all sales and marketing activities for Taura’s URC fruit products in the EMEA region and will be based at Taura’s offices in Olen, Belgium.

The company said Forceville has a strong track record in sales and marketing, having undertaken leadership roles across a range of industries, including food and pharma.

Peter Dehasque, chief executive of Taura, said: “He is taking on a crucial role in our company in a region that is very important to our business. We were impressed with his credentials and had no hesitation in offering him the chance to join our fantastic team.”

URC (Ultra Rapid Concentration) is a unique process of concentrating the taste, texture and natural goodness of fruit into pieces, flakes and pastes for use in applications such as chocolate, baked goods, confectionery and snack bars.