Brace’s Bakery, the South Wales family-run bakery, has appointed former sales and marketing director Scott Richardson as its new chief executive.

Richardson has been at Brace’s Bakery for 16 years and, in that time, has helped build the company to the brand leader it is today, the company said.

He has previously held positions at Rank Hovis and Danish Bacon Company.

He said: “I am absolutely delighted to take on this great new adventure and help shape the future of Brace’s, a company that I have loved working for, for the past 16 years. With the continued support of the Brace’s family and committed staff I am sure we can continue to build on the great success of the company so far.”

Mark Brace said: “We are delighted that Scott has agreed to help us take the business to the next stage. He has proven to us over the years that he is dedicated to the industry and will build on the Brace’s family tradition.” 

And, Jonathan Brace, added: “We have some very exciting plans in the pipeline. With Scott taking over the operations we are sure that the business will go from strength to strength.”

Earlier this year Brace’s undertook a complete redesign of the bakery’s 20 different bread products, which featured a reduction in colour usage to make it more eco-friendly.