The former head of the UK Field Army, Lieutenant General Sir Barney White-Spunner is taking over the reins at the Countryside Alliance.
Sir Barney (pictured with US President Barack Obama) replaces chief executive Alice Barnard, who resigned in November.
He is a writer and countryman and lives in Dorset with his wife and three children.
Sir Barney is a longterm supporter of all country sport, is a contributor to The Field magazine, a former editor of Baily’s Hunting Directory and was president of the Association of Masters of Harriers and Beagles.
Following a distinguished military career, in which he commanded British forces in the Balkans, Afghanistan and Iraq, Sir Barney was knighted in 2011.
He left the Army in December 2011.
Sir Barney said: “I owe so much in my life to the countryside and I am now really looking forward to giving something back.”
Ms Hoey said: “I am absolutely delighted that Barney is joining us. His leadership will be invaluable in the challenges facing the British countryside.”