Tripe Marketing Board chairman Sir Norman Wrassle said: "I am delighted that Brian is joining us. His previous track record speaks for itself. He will bring youth and vigour to the TMB at a time when we are actively seeking to persuade a younger generation to give tripe a try."
Latest figures from the Office of National Statistics suggest there are almost 62 million people under the age of 85 in the UK. This represents a huge, untapped market and vindicates the TMB's decision to target the under 85s in its marketing strategy.
Sir Norman said: "Those working in the tripe industry are not so naive as to believe everyone will enjoy tripe. But if every one of them just gave it a try, think what that could mean for sales. We're working hard to convince people that tripe is not just for dogs."
Mr Eldridge's first public engagement (diary permitting) will be to join the TMB's Men In White team as they inspect tripe retailers across the north west this weekend. He will also be announcing the north west football team which the Tripe Marketing Board is sponsoring as part of its ambitious 'summer of sport and tripe' at a press conference to be held on 12 August 2013.