Steve Choppen

Steve Choppen joined Choice in March 2026 with the aim of developing our strategic relationships and explore new market opportunities across the UK and Europe. He has a successful and proven track record of commercial accomplishments within UK Retail and brings a wealth of Seafood expertise with him, having worked within the industry for over 25 years.

In his role prior to joining Choice, Steve was Sales Director for the UK’s leading Seafood business Young’s Seafood, where he has spent most of his working career. He is a highly experienced Business leader with a verifiable track record of success in an extremely complex and challenging category. Having successfully managed both Branded and Own Label business across all of the UK’s major retailers, we saw Steve as the ideal candidate to build on Choice’s strong reputation in the US and expand our business across Europe. He brings not only commercial experience of dealing with both Frozen & Chilled Seafood, he also has extensive knowledge of the end-to-end supply chains associated with the category and his desire to do things in the right manner, his family values and personal integrity, all align with those of Choice and were mutual denominators in his appointment.

Steve is based in the UK but works very closely with the teams in both India and the US as we strive to expand our breadth within Europe.