Paul Rooke is Executive Director of the British Coffee Association . He joined the Association in March 2020 and is responsible for managing and leading the Association, developing key relationships and representing the Association on policy, media , technical and sustainability issues. He represents BCA on the ECF Executive Committee. An agricultural graduate, and with a post - graduate qualification in law, he has 30 years experience in trade associations covering policy, technical and contractual issues. From 2013 - 2019 has was the President of the EU trade body CELCAA, the European Liaison Committee for the Agricultural and Agri - food Trade, He is a former Chairman of DG Agri’s Civil Dialogue Group for International Aspects of Agriculture and served on both the EU’s High - Level Forum for a Better Functioning Supply Chain and DG Trade’s Expert Group on EU Trade Agreements.