Wouter Conradie brings over 30 years of international leadership experience in food, agriculture, certification, and supply-chain assurance
Agraya, the corporate umbrella behind GlobalGAP and the GGN label, has appointed Wouter Conradie as its new chief commercial officer. The company will introduce the long-standing industry expert at this week’s Fruit Logistica in Berlin.
Agraya said Conradie would “support the company’s growth trajectory and advance the development of the industry-leading GlobalGAP standards and GGN label, ultimately, transforming agriculture and aquaculture supply chains with trusted intelligence that enhances operational efficiency”.
Conradie brings over three decades of international leadership experience in food production, agriculture, certification, and supply-chain assurance. “Throughout his career in Europe, Africa, and the Middle East, he has consistently delivered growth, strengthened market positions, and built high-performing teams in complex multi-country environments,” Agraya said.
“Earlier in his career, he held senior commercial and technical roles at Woolworths and Westfalia Fruit. Most recently, he led commercial strategy and business transformation initiatives across multiple regions as director of Europe and Africa at NSF International, where he increased revenue, improved margins, standardised systems, and introduced new certification programmes. This experience directly supports our ambition to deliver scalable, credible, and internationally aligned assurance solutions.”
Elmé Coetzer-Boersma, CEO of Agraya, added: “With his roots in agricultural science and his extensive experience in senior roles in farming, retail, and certification, he offers a rare end-to-end understanding of the global agrifood value chain”.
“Wouter will significantly strengthen our commitment and provides the depth necessary to continue developing reliable, forward-thinking solutions for responsible farming.”
Conradie said: “It is an exciting moment to be joining Agraya at Fruit Logistica 2026. My goal is to deepen the global impact of Agraya, GlobalGAP, and the GGN Label by promoting credible, scalable, and future-ready assurance solutions that foster more responsible and resilient farming practices worldwide”.
