He started out as co-ordinator of the company's Spanish operations, where he worked for a couple of years in the berry-growing region of Huelva in south-west Spain. He then returned to the UK to work on worldwide procurement.
In his new role, Olins is responsible for two joint-venture businesses - VitalBerry in Holland and VitalBerry in Germany - while continuing his procurement role.
He told Grower: "Part of my new role will be to develop the European business as well as to continue to develop our business in the UK."
Olins added that he aims to help BerryWorld's UK growers to develop business plans to ensure that the market has the right amount and type of produce it needs.