Motatos bolsters senior team ahead of UK launch

The group has hired House of Fraser executive Christabel Biella to lead its UK expansion

Swedish-based grocery retailer, Motatos, has strengthened its leadership team ahead of its launch in the UK next month. 

It has hired Christabel Biella as UK country manager, who brings a decade of UK retail experience to the group. Her previous roles include merchandising and purchasing roles at House Of Fraser, luxury furniture brand Swoon, and TK Maxx.

In her new role, Biella will be responsible for building the brand and initiating partnerships with retailers and distributors to secure food that would otherwise be discarded before they ever reach customers. 

In addition to her appointment, Motatos has also established partnerships with new distributors including Wholegood and Pricecheck. 

Motatos allows consumers to buy products that would otherwise risk ending up in landfill due to changes in packaging, seasonal changes or short best before dates. It does this through establishing partnerships with distributors and then passing products onto customers at discounted rates.

Biella said: “UK shoppers are incredibly passionate about sustainability but they need easy and cost-effective ways to make sustainable choices that often come with a hefty price tag. 

“That is why I’m so excited to join Motatos; especially at this point in its development following incredible success in other European markets. I’m looking forward to working with the wider team to deliver ethical, sustainable products to UK customers and reduce the carbon emissions created by food waste in the UK’s supply chain.”   

Hanna Thofelt Lindström, head of Communications at Motatos added: “We knew that the UK would welcome a fresh take on reducing food waste but we needed someone with industry experience and a desire to grow a business with big ambitions. 

“Christabel has already served up some great ideas to help us launch and grow the business in the local market and her passion for our mission made it clear that she was a fellow food waste warrior! We can’t wait to see what we can do together.”

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