Martin Howells joined the firm in late September as UK sales manager.

Previously he had worked for firms including Reiser UK, Sealed Air Cryovac, Techni-Print Decorating Systems and VC999 Packaging Systems.

In his new role Howells will head up packaging application sales for some of Friedheim’s core agencies including, Audion Elektro, Beck Packautomaten, Buhrs and Schib.

“Martin has a technical background, but moved into sales around 10 years ago and has extensive experience in securing sales at director level, so we see him as the ideal person to not only consolidate where we are in packaging and take us forward with our existing range, but also with new products and markets that we feel we can develop,” said Friedheim managing director Mark Bristow.

Howells appointment follows the appointment of two finishing specialists over the summer, Stuart Morrison and Adam Drummond.

Morrison’s patch includes the Home Counties and Midlands, while Drummond’s focus is the South and South West.

All three hires were newly created roles.