He is now the central point of contact between all licensees, growers and retailers involved in Blooms of Bressingham varieties. The company has restructured its European operations using elements from its North American strategy with the aim of providing support right through the supply chain.
"The past few years have seen great success in the USA and Canada, where Blooms is highly regarded by industry and consumers alike," said Lorimer. "The time is right to re-establish the same standing this side of the Atlantic."
He added: "My role is to act on the needs of all our industry partners and provide the central support that will enable everybody here to benefit from our expertise. The range of plants is now extensive and that's a very exciting prospect."
Lorimer said he aimed to create a smoother pathway from the grower to consumer and is calling for growers and retailers involved in the supply of Blooms of Bressingham plants to participate in the initiative.