LifeArt UK appoints Kevin Crute as chief executive

LifeArt News



Kevin Crute, LifeArt UK's new Chief Executive



LifeArt UK is pleased to announce the appointment of one of the funeral profession’s leading figures as its new chief executive.



Kevin Crute, former Head of Funerals at Central England Co-op, joined us on January 6 (2020) in an appointment that follows a year of sustained growth for the business amongst independent funeral directors and co-operatives in the UK.



Kevin will be responsible for brand building, logistics and nationwide adoption of our coffins, which produce up to 87% less greenhouse gas emissions during cremation and use up to 80% fewer trees in their manufacture.



The appointment will allow LifeArt UK joint venture partner Simon Rothwell to focus on customer relationships, along with stakeholder strategy and engagement across Government and industry.



Commenting on his appointment, Kevin, who also served on the Executive Committee of the National Association of Funeral Directors for two years, said he was looking forward to helping more families to make better environmental choices in funerals.



“It’s an incredibly exciting time to be joining LifeArt. The LifeArt team is transforming the funeral market, having started an important conversation about the sustainability of coffins and emissions from the cremation of coffins.



“Over the coming year, my aim will be to ensure more funeral directors offer LifeArt as a first choice and equip arrangers with the tools they need to help families personalise the funeral they are arranging, whilst also understanding the implications of cremating chipboard and MDF.



“I will also be building new processes into the business to enable us to capitalise on our current growth trajectory. We will be seeking to establish new manufacturing and distribution sites to help to retain agility as we expand,” he said.



LifeArt International Executive Chairman Mike Grehan said Kevin’s appointment marked the start of an exciting new chapter for the business in the UK.



“Kevin is hugely respected across the British funeral sector and his experience in running large, multi-site businesses is second to none, making him an ideal fit for us.



“We are delighted to welcome Kevin to the LifeArt team and over the coming months we’ll be refining and implementing a strategy that will drive significant growth throughout the UK and Ireland.”



Simon Rothwell said the appointment was great news for LifeArt and its customers: “I’m looking forward to working alongside Kevin to enhance the customer journey and build upon the relationships we’ve developed over the past two years.



“It also provides an opportunity to strengthen our Government and industry stakeholder activity and that’s going to be a growing area of focus for me in 2020, as LifeArt looks to make cremation emissions a national policy issue.”







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