The Salvation Army’s Strawberry Field announces the departure of Major Kathy Versfeld, its Mission Director and longstanding leader of the redeveloped site. Kathy, alongside her husband and colleague officer, Major Allister Versfeld, will transition to a new role within The Salvation Army in July, after achieving remarkable success at the legendary Liverpool destination across seven years of service.
Since arriving in Liverpool in 2018 to take up her appointment Kathy has watched the new centre take shape, from the foundations up. This included the recruitment of staff, the roll out of the Steps at Strawberry Field employability programmes and, in 2019, the opening of the gates of Strawberry Field to the general public, welcoming John Lennon fans from around the world as well as community volunteers and service users to enjoy the legendary peace and tranquility of the gardens.
Major Michelle Lovegrove-Huggins, a leader with 33 years of experience with The Salvation Army, is stepping into the role of Mission Director in July. Having already been part of the Strawberry Field team since August 2024, she brings a deep understanding of its mission and operations. Supported by a highly respected and established team with decades of combined expertise, Michelle’s appointment ensures a seamless transition and the continued success of Strawberry Field, with business as usual.
Joining the team eight months after Kathy, Mission Development Officer, Major Allister Versfeld, has spearheaded the centre’s partnerships with the Liverpool City Region, as well as forging relationships with faith leaders and local communities, ensuring lasting connections. Allister has also led the ‘Fresh Expressions’ team at Strawberry Field, providing retreat and pastoral care for countless individuals who come in search of sanctuary, just as the young John Lennon did.
During her tenure, Kathy has been a driving force behind the realisation of the centre’s vision, “Gates Open for Good”, steering the attraction through early challenges during the Covid-19 lockdowns, welcoming John Lennon’s ‘Imagine’ piano to the exhibition in 2020, the unveiling onsite of the global Ukrainian Peace Monument during Eurovision 2023 and, in partnership with her husband, the construction of the Strawberry Field Bandstand. Together the Versfelds have worked with their dedicated and gifted local team to make Strawberry Field a place of hope, welcome and opportunity. This has led to numerous accolades, including the prestigious Liverpool City Region Tourism Awards ‘Small Visitor Attraction of the Year’ title for two consecutive years and the recognition of its café as ‘Café of the Year’ in 2024.
Building on the legacies of The Salvation Army and John Lennon, Kathy and her team have been at the forefront of a mission to empower young people, helping them build successful, independent futures through the Steps To Work programme, and providing a place of sanctuary and support to people throughout the Liverpool community.
Among her top priorities, as new Mission Director Michelle will build on these achievements, championing social justice for neurodiverse young people while delivering a first-class hospitality and visitor experience. Committed to preserving Strawberry Field as a place of sanctuary and peace, Michelle will embed herself into the workplace where every individual feels deeply valued for the life-changing work they do to transform the lives of so many people.
Kathleen Versfeld, Mission Director at Strawberry Field, said:
“It has been the deepest privilege to lead the team at Strawberry Field, as we have sought to ‘open the gates for good’. The new visitor centre and the ‘Strawbs’ that call it home will always hold a special place in my heart. There is no other place in the world quite like Strawberry Field nor Liverpool, for that matter! We will miss our many friends across the city region and feel blessed to have been a tiny part of your journey. I have utmost faith in my team as well as my successor, and look forward to hearing ongoing reports of miracles happening in the lives of the people that come through our gates.”
Setting out her vision, Associate Mission Director at Strawberry Field, Michelle Lovegrove-Huggins, said:
“After 33 years of service for The Salvation Army in various locations around the UK, it is wonderful to be back in my happy place, the city of Liverpool. For the last eight months, as part of a succession plan, it has been my honour to serve alongside Majors Kathy and Allister Versfeld and have the opportunity to learn as much as I can from their joint experience in order to ensure a smooth transition of leadership. Since last August I had the privilege of getting to know the team, the history of Strawberry Field and to capture the passion and vision of all that it now represents. It is an absolute joy to have the responsibility of leading an excellent team forward, building on what Kathy and Allister have achieved working for social justice and providing a first class hospitality and visitor experience at Strawberry Field ensuring the ‘gates stay open for good’”.
For more information about Strawberry Field, visit the website, and on social media – X, Facebook and Instagram.