Experienced leadership to drive Acova’s next stage of growth

Acova has appointed Marcus Ashby as Chief Executive Officer to lead the company through its next phase of growth and industry integration.

Marcus brings more than 25 years of experience scaling technology businesses across SaaS, ICT, and AI. His career has focused on building enterprise value, leading high-growth transformations, and achieving successful exits in private equity-backed environments.

His appointment marks a key step in establishing Acova’s presence across the agricultural and technology sectors. With proven leadership in both growth and transformation, Marcus will guide Acova as it expands the reach of its visual assessment technology and builds strategic partnerships with industry and government.

Marcus said his approach to leadership is centred on authenticity, clarity, and results, with a focus on building high-performing cultures that endure beyond transition.Acova continues to strengthen its position as a leader in automated visual analysis, delivering accuracy, consistency, and confidence across commodity testing.