Luiz Beling replaces founder James Rogers, who stays on as board member

Apeel Sciences has appointed Luiz Beling as its new CEO. With over two decades of agriculture industry experience, his knowledge and skills in driving innovation and fostering strategic partnerships will be invaluable in steering the company into its next phase of growth, Apeel said.

Luiz Beling

Luiz Beling

Beling most recently held leadership roles at Farmer’s Business Network and Bayer Crop Science, where he led large teams across multiple geographies.

Founded in 2012 after receiving a US$100,000 grant from the Bill and Melinda Gates foundation, Apeel was one of the first companies to launch a plant-based edible coating to extend the shelf-life of fresh produce. In the years since it has attracted high-profile investors including Oprah Winfrey and Katy Perry.

In recent years, competition in the market has intensified and Apeel has struggled to compete with more cost-effective solutions.

The company has since extended its offering, most recently launching RipeTrack, a suite of measurement tools and monitoring software that provides suppliers, distributors and grocery retailers insight into produce ripeness through a digitised platform.

“I’m thrilled to join Apeel Sciences, a company that resonates with my passion for innovative solutions,” Beling said. “As we embark on the next phase of the company’s growth, my priority is to elevate our customers’ experience to unprecedented levels.

“Achieving outstanding customer satisfaction is at the heart of my focus, as we strengthen our partnerships with suppliers and retailers to deliver healthy produce and simplify the integration of our ground-breaking technology.”

For the first few months Beling will be working closely with Apeel’s founder and outgoing CEO, James Rogers. Rogers’ title will remain founder and Apeel board member.

“I’m delighted to have Luiz joining our team at this pivotal moment. Luiz’s appointment symbolises Apeel’s transformation from an innovative start-up to a global business,” Rogers said.

“His customer obsessed mindset and strategic vision is in perfect harmony with our core mission to make food more accessible to the world and to create abundance for all.”

Apeel Sciences said it is dedicated to reducing food waste and improving the quality and accessibility of food. The company will continue to harness the power of natural plant-based materials by using only non-GMO and sustainable ingredients in all its products, ensuring the highest standards of safety and integrity.