In October 2018 "Andrew Cracknell has been appointed as CEO of Tulip, replacing Danish Crown CEO Jais Valeur in the role with immediate effect. Mr Cracknell, who spent much of his career at meat giant ABP before joining Noble Foods in 2015, takes up the role with a clear mission of restoring earnings in Danish Crown’s UK business unit. Danish Crown said the 50-year-old had been chosen to manage the on-going transformation of Tulip.
"After graduating with a BSc degree, started his career with the ABP Food Group more than 25 years ago. Having worked in both the Fresh and Frozen Divisions, he was appointed commercial director in 2009 and became a member of the board. In 2014, he joined Noble Foods as CEO and in 2016 he took up the position of managing director of the red meat division within 2 Sisters Food Group.
"Mr Valeur has had day-to-day responsibility for Tulip Ltd since June 2018, concurrently with his job as Group CEO of Danish Crown." 
In August 2020 "Tulip Ltd, the UK’s biggest producer and processor of pigs, is to change its name to Pilgrim’s Pride Ltd from Monday, August 31. Pilgrim's Pride Corporation, a US-based pig and poultry supplier, which, in turn, is owned by Brazilian meat giant JBS, acquired Tulip in October 2019 from Danish Crown." 
- CEO, Pilgrim's UK