Strong Roots appoints Emma Curtis as Managing Director

Strong Roots, an Irish frozen food brand, has appointed Emma Curtis as Managing Director, succeeding Charlotte Turton as the company enters its second decade of growth. Curtis, who has been with Strong Roots since its early years, will lead the brand's continued expansion. 
 

Leadership transition at Strong Roots

Emma Curtis has been part of the Strong Roots journey from the early days, helping transform the company from an ambitious challenger brand into a globally recognised frozen food brand. She has held several senior roles spanning strategy, business development and sustainability, and has played a pivotal role in championing the values and vision that have shaped Strong Roots.

Emma Curtis, Managing Director, Strong Roots:

"The first decade proved what's possible. The next decade is where we raise the bar."

Building on long-term growth

Most recently serving as Vice President of Global Strategy, Business Development & CSR, Curtis helped shape the company's long-term growth agenda by identifying new opportunities for expansion and accelerating growth.

Curtis succeeds Charlotte Turton, who led Strong Roots through an important period following the company's acquisition by McCain Foods in 2021. According to Strong Roots, its mission remains to "hero the veg, challenge convention and continue fixing the freezer aisle." Backed by the scale of McCain Foods, the company aims to build on the progress of its first decade and continue its long-term growth trajectory.