Brian Young, director general, British Frozen Food Federation (BFFF)

Since the start of Young's tenure, the British Frozen Food Federation (BFFF) has embarked on a campaign aimed at the Herculean task of revamping frozen food's image in the UK.

With the help of researchers at Sheffield Hallam University, the BFFF produced reports comparing the nutritional profile of frozen foods with fresh food. The aim has been to prove that, in many cases, frozen is as good, if not better than fresh and the message has been making headway.

Young has been tirelessly communicating this maxim to the media, which has helped raise the profile of the entire food manufacturing sector at government level. Most recently, the BFFF secured the services of celebrity chef Aldo Zilli to champion the cause and promote it in foodservice channels.

Meanwhile, Young has established the first BFFF annual conference to bring the industry together and chew on tough commercial issues. He has also presided over a complete revamp of the BFFF's website, seeking to deliver up-to-date information to keep its members abreast with developments.