Higgidy, the delicious, wholesome everyday food brand, announces today that Emma Stowers, Ginsters MD, will also take on the interim leadership role at Higgidy, as the current CEO, Rachel Kelley departs to join KTC Edible Oils as MD. KTC is one of the UK’s leading food manufacturers and distributors, and the role represents an exciting opportunity to lead the next phase of growth, following the business’s recent acquisition.
Kelley, who has led the brand for over five years, oversaw Higgidy’s successful transition into Samworth Brothers and drove growth through traditional grocery channels with innovation, including the recent, award-winning Higgidy Slow Cooked Steak & Guinness Pie. She was also responsible for expanding distribution through new channels for the brand, including listings with both British Airways and Gousto. Under Kelley’s remit the brand has grown significantly building penetration as the No 1 premium savoury pastry brand[1].
With Kelley set to move on at the end of July, Emma Stowers steps into the interim role, taking the helm at Higgidy while continuing her current role as Managing Director at Ginsters, bringing her extensive category experience to both brands.
Stowers spent four years as Marketing Director at Ginsters before being promoted to Managing Director in December 2025. She has had a leading role in resetting the Ginsters brand strategy including bringing to market the award winning ‘Taste the Effort’ campaign which has delivered significant positive impact on brand equity along with sales and penetration. Stowers has also re-defined the brands image through a full portfolio award winning re-design and led the team in delivering category leading innovation plans, with recent successful launches such as the new Ginsters Pastry Toastie. Emma’s work has made a huge contribution to consistent volume sales growth and has been instrumental in ensuring Ginsters has maintained its market share leadership.
Matt Austin, Group Chief Brand and Strategy Officer at Samworth Brothers commented: “It has been an absolute pleasure to work with Rachel. She has played a key role in leading growth for the Higgidy brand and her vision and passion will be missed.”
Austin went on to add: “We are really excited about Emma’s new dual role. Emma has really driven Ginsters’ recent success and transformed consumer perceptions of the brand. Emma has really made her mark since being promoted to Ginsters MD and we can’t wait to see the results as she brings her expertise to Higgidy too.”
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