Steven Lamb has joined Invicta Bakeware as the company’s new field sales and technical advisor.

Invicta said Lamb “will use his 45 years time spent within the industry to provide additional support to clients across the UK”.

His most recent roles include senior technical sales positions at baking oven supplier Tom Chandley and dough production equipment specialist Benier, then Jestic Ltd, representing Sveba-Dahlen baking equipment.

Prior to that he was a member of the technical demonstration team at Belgian food company Vandemoortele UK.

Lamb has also opened eight independent bakeries in the UK and Australia and has practical experience as a baker, having started out at the age of 15 at an independent craft bakery in Nottingham, before progressing to be a bakery manager with Tesco.

In his new role at Invicta, Lamb will advise clients – ranging from individual bakers and small craft bakeries to the biggest players in the industry – on all manner of product supply and performance issues.

“By putting experienced and knowledgeable staff out into the field, we are able to competently advise customers on the best solutions for their particular requirements, particularly in regard to bespoke products,” said Invicta managing director John Waddington.