GroceryAid has appointed Morrisons chief executive Rami Baitiéh as its new president, taking over the role from Asda chair Allan Leighton.

Baitiéh, who joined Morrisons in 2023 will support the charity in its efforts to give grocery colleagues support with emotional, practical and financial issues.

Prior to joining the supermarket chain, Baitiéh had a 28-year career at the Carrefour Group, where he served in various roles across stores, merchandising, supply chain and IT.

He will take over the position as president from recently-appointed Asda chair Leighton, who has helmed the charity since 2022.

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GroceryAid CEO Kieran Hemsworth said: “We are excited to welcome Rami to GroceryAid, especially at such a pivotal time. Due to a myriad of challenges, including the cost-of-living crisis, we’re seeing a huge increase in the demand for our services.

“Rami’s in-depth knowledge of the grocery industry and visionary leadership, will help us to amplify the impact that GroceryAid makes to the lives of grocery workers.

“He has an intense focus on meeting the needs of his shoppers and a clear understanding of the importance of his store colleagues, and we are looking forward to tapping into this to drive higher levels of awareness for our services among front-line colleagues in the grocery sector.”

Hemsworth added: “We’ll also benefit from Rami’s strong industry relationships which will enable us raise more funds and in turn increase the amount we spend on welfare to help more of our colleagues in need.”

In 2023/24, GroceryAid provided more than £6m worth of financial, emotional and practical support, and is on track to increase the figure this year.

On the role, Baitiéh said: “Morrisons is a proud partner of GroceryAid and I have seen first-hand the difference that it makes. It is a privilege to now have an even closer relationship with the charity and to be able to work with the brilliant team to further build on the support offered.”