Ecotone UK, the natural food company that owns brands such as Clipper Teas and Kallø, has named Jonathan Fish as its new Commercial Director.
Fish has over 15 years of experience in commercial, category, and strategic leadership roles within FMCG. He joins Ecotone from Danone, where he served in senior commercial and category roles.
Ecotone noted that his immediate focus would be on optimising the business for its next chapter of growth, including a full 2026 plan that balances brand penetration and category disruption.
Commenting on why he joined the company, Fish said: “The company’s can-do, entrepreneurial culture and the opportunity to work within a high-performing leadership team were very compelling. 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.”
He added: “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. 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.”
Bryan Martins, CEO at Ecotone UK, commented: “We’re delighted to welcome Jonathan to Ecotone UK at an exciting time in our growth journey. 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 replaces Gareth Cooke, who left the business in June for a new role with Gü.
