Peta Europe, an affiliate of the world's largest animal rights organisation, has announced the appointment of Robbie LeBlanc as director of its London-based operation.

38 year-old LeBlanc is a dual UK/US citizen born in southwest Louisiana to a predominantly Cajun family of farmers, fishers and oilmen.

LeBlanc moved to London in 1991 and has been a resident of the city ever since. Before taking the post at PETA Europe, he served for 10 years as a senior financial analyst for the Guardian News and Media Group.

"I have always been drawn to PETA for their bold activities", he said. "PETA has created a brand and a style that grab attention for serious animal rights issues – something difficult to do in today's culture. I am excited to be part of PETA's challenging and engaging work to end animal abuse."