As part of its global growth strategy focused on innovation, operational excellence and customer focus, Planasa has announced the creation of its new Global Value Chain Department, a strategic organizational step designed to further integrate and optimize all elements of the value chain for Planasa's berries and other products.

The new department will be headed by Hans Liekens, who is expanding his responsibilities as Global Chief Innovation Officer to become Global Chief Innovation and Value Chain Officer. With over three decades of experience in FMCG and agriculture, Hans has held leadership positions at industry-leading companies such as Tropicana, Chiquita, Campina, Hessing, and Fall Creek, playing a key role in the expansion of the Sekoya blueberry business.

His deep experience in innovation, business strategy, value chain management, and global operations will be instrumental in driving Planasa's long-term vision of becoming the world leader in berry cultivation.

“This integration allows us to seamlessly connect innovation and operations, ensuring that our improvement programs translate into first-class products delivered efficiently and reliably to customers around the world,” says Hans Liekens. “It’s an exciting step that will strengthen our ability to respond quickly to market demands while maintaining the highest standards of quality and service.”

As part of this evolution, Paula Crespo has been named Value Chain Manager EMEAWith over six years of experience at Planasa, Paula has held key roles in Marketing, Communications, and European retail relations, helping to position the Planasa brand and portfolio. In her new role, she will coordinate relationships with key players in the value chain in Europe, the Middle East, and Africa, ensuring alignment with Planasa's global strategy.

“I am very grateful for this opportunity and for being able to contribute to Planasa's continued growth from this new perspective,” says Paula Crespo. “This structure gives us a unique opportunity to better understand market needs, translate them into our R&D department, establish even stronger partnerships with our stakeholders, and add value throughout the entire value chain.”

The creation of the Global Value Chain Department reflects Planasa's ongoing commitment to combining cutting-edge innovation with operational excellence, enabling the company to serve its partners and customers with agility, reliability, and long-term value.