Black Country funeral director takes the helm at UK leading trade body

Ross Hickton, managing director of Hickton Family Funeral Directors in Cradley Heath, has been elected president of SAIF (National Society of Allied and Independent Funeral Directors).

Replacing outgoing SAIF president Declan Maguire, Ross formally took on the role at SAIF’s AGM weekend in Glasgow on April 4 to 6 and will serve for one year.

Whitley Bay funeral director Gary Staker was elected SAIF first vice president and Paul Sillett, of Bury, became second vice president.

Ross, whose business has cared for bereaved people in the Black Country since 1909, is keen to promote the benefits offered by traditional funeral directing firms in an age in which no-frills send-offs are being heavily marketed by online providers. 

During his year in office he plans to focus on direct cremation, regulation and future-proofing family-run funeral companies - which he believes are the biggest challenges facing SAIF members today.

He said: “On direct cremation, I want to see some standardisation across our membership and a real effort to educate the public about what an unattended funeral means in terms of grief journeys and family conflicts. Like many independent funeral directors, we offer direct cremation but our trained staff are there to ensure families understand exactly what it entails. I’m concerned this guidance and advice isn’t available with predominantly online providers and this is something I’m keen to address.

“In terms of regulation, we’ll be looking at working with the Government to support members’ journeys to achieving compliance and consistently high standards. In becoming a regulated profession, funeral directors will have a golden opportunity to strengthen public trust and secure their future. 

“Finally, and on the topic of the future, during the coming year I’ll be pushing for more partnerships with innovative suppliers, initiatives to help family-run funeral firms remain in private hands and to make education more accessible.”   

SAIF CEO Terry Tennens said Ross’ presidency represents a continuation of the association’s modernisation trend in recent years. 

He said: “Our outgoing president, Declan Maguire, is a trailblazer for digital technology adoption in the funeral sector and has really set SAIF’s tone and direction towards innovation. So, to have Ross follow up with a strong focus on the future, direct cremation and regulation, SAIF will cement its position as the voice of modern independent funeral businesses.

“I’m very excited about working with Ross over the coming year, as we tackle the challenges facing our members and give thanks to Declan for his tireless service to our profession.”

SAIF now has around 1,000 funeral director members who collectively operate more than 2,000 funeral homes.

Hickton Family Funeral Directors was founded by Joe Hickton, a carpenter, builder and one-time mayor of Rowley Regis. The business now has seven funeral home branches across the West Midlands and Worcestershire, plus a thriving stone masonry business in Dudley. Ross will be supported by his brother and sister, who are also heavily involved with the business, while he is president.

Ross’s chosen charity for his presidential year is Prostate Cancer UK, a cause close to his family’s heart after they lost their dad, and third generation of the funeral business, Trevor Hickton, to cancer in September 2024.