London, August 2016. Noble Foods Group, the UK’s largest eggs business, is today announcing the appointment of Veli Moluluo as the new Managing Director of its £310m Shell Division.

Noble Foods has appointed Moluluo to drive the growth of its own label and branded eggs, to increase market penetration and to inspire overall category growth.

“Eggs are amazing,” Moluluo says. “They’re tasty, they’re good for you, and the myths about eggs are continually being busted. In my new role, I want to get people excited about eggs again, increasing overall consumption which is, at the moment, among the lowest in Europe.”

Moluluo joined Noble Foods in 2010, working in a number of commercial roles, and also spent time at Gü Puds as Commercial Director, which is owned by Noble Foods.

Noble Foods CEO Dale Burnett says: “Veli is an exceptional strategic innovator with the acumen to take Noble Food’s Egg Division to the next level. We’re targeting growth over the short, medium and long-term, and there’s no-one better in my eyes to achieve this than Veli.”

Moluluo says: “Noble Foods is an influential and multi-faceted business, with eggs very much at its core. Noble has long been an innovator that has helped to shape and grow the market and in my new role I’ll be looking to drive further growth and diversification.”