Kersten Catella Joins Wyevale Nurseries As Sales & Marketing Director

WELL-KNOWN and highly respected horticultural industry professional Kersten Catella has joined Hereford-based Wyevale Nurseries as its Sales and Marketing Director (September 2024).

In her new role, Kersten is focused on getting behind the company’s vision and mission and firmly driving it forward. 

Kersten says: “I am very excited to have joined a company that is held in such high esteem within the industry and to be working alongside a senior team with such a breadth of expertise. I’m delighted to be steering Wyevale Nurseries’ vision and mission to become a recognised leader in the horticulture industry and to contribute significantly to the greening of our nation’s landscapes and gardens, whilst operating safely and sustainably from both a company and customer perspective. 

“With over two decades of experience in the horticulture industry, specifically within the import and export sector, I have honed my skills in guiding business strategy, optimising supply chains, and ensuring compliance with complex regulatory environments. My experience in both corporate governance and strategic planning has been instrumental in driving growth and improving board performance across various organisations.”

Prior to her position at Wyevale Nurseries, Kersten worked as the Sales and Marketing Director at Boningale Ltd, where she helped grow the business and prepare it for restructuring as part of a sales process, before transitioning it through to completion. Before this she was General Manager at Newey Young Plants.

Kersten spent two years, 2017-2019, as Chair of the British Protected Ornamentals Association (BPOA), which represents both growers and allied trade within the horticulture sector. Having previously been elected as Vice Chair at BPOA, she moved into the Chair role to assist the trade association with its growth plans.

She has also been a Board Member of the National Farmers Union (NFU), 2017-2019, which has more than 55,000 members across England and Wales. While there, Kersten was responsible for helping ensure farmers’ voices were heard.

Andy Johnson, Managing Director of Wyevale Nurseries, says: “I am delighted to welcome Kersten into the Wyevale Nurseries’ senior management team. With her wealth of industry experience, energy and zeal, we are already seeing a great positive impact on our team and our key development projects. I look forward to working with Kersten to realise more of Wyevale Nurseries’ potential as we seek to develop our offering and customer experience further.” 

Kersten’s expertise spans from managing large-scale production sites to leading sales and marketing teams, where she has been instrumental in driving growth, innovation, and market expansion. Her leadership and strategic vision have significantly influenced the horticultural landscape, making her a highly respected figure in the industry.

Wyevale Nurseries’ Chairman, Heather Williamson, whose grandfather started the company 94 years ago, explains: “Kersten comes to us with extensive knowledge of our sector and an infectious enthusiasm. Her appointment has significantly strengthened our team. She has what we need to give us that extra vigour to propel us into our next vital phase of development.” 

In her new role, Kersten will be participating in a sofa discussion on Healthy Plant for the Future – Keeping our Industry Pest & Disease Resilient at the forthcoming Horticultural Trades Association (HTA) Conference on September 25. 

She adds: “It promises to be an interesting and inspiring event. I am going to be in great company on the sofa with Fera Science Senior Nematologist, Bex Lawson, Head of Tree Health Policy and Plant Health Science at Defra, Lisa Smith and Fera Science Senior Plant Bacteriologist, Joana Vicente; as well as well-known TV and radio gardening expert and HTA Horticulture Manager, Pippa Greenwood chairing us. I am really looking forward to seeing everyone there.” 

Wyevale Nurseries has a product selection that’s admired across the industry and the talented team regularly introduces new, award-winning plant varieties.

Its main business is to supply landscape contractors, local authorities, foresters, landowners and garden centres with a comprehensive array of trees, shrubs, hedging, herbaceous and specimen plants.

For further details about Wyevale Nurseries, please call 01432 845 200 or visit www.wyevalenurseries.co.uk.

Source : Wyevale Nurseries

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