With over 20 years’ experience in the professional and consumer horticulture sector, Daniel will concentrate on driving the business forward, growing it both organically and through acquisition. 

“Over the past few years Vitax has gone from strength to strength, and Daniel’s appointment confirms our commitment to the brand and our customers,” says Paul Gooding.

“With an already experienced and well respected sales team, Daniel will be well supported as he looks to consolidate Vitax’s position in the market and expand into new areas.”

Daniel joined the company eight years ago following the acquisition of the Nutrel Group. 

As the former owner and Managing Director of Nutrel, Daniel continued with the business as Commercial Director, responsible for its growth both nationally and internationally.

“Vitax has experienced growth year on year and we need to keep that momentum going. 2016 will see a range of new products hit the market and plans are already well under way for the 2017 season,” says Daniel. 

“The challenge is how to take an already established brand and build on its success. Vitax already has a first class reputation, we just need to continue to innovate and work with our customers to ensure we have the right products to meet demand.”

Daniel has been replaced as Nutrel’s Commercial Director by Chris Norris, who has been promoted from Operations Director. Both Vitax and Nutrel are part of the Synchemicals Group.