De la Peña brings over 20 years’ experience in the consumer goods sector
Bollo Natural Fruit has appointed Eudoxia de la Peña as its new corporate marketing director.
De la Peña has over 20 years’ of in the consumer goods sector, having previously worked at companies including Grupo Hero, Juver, Grupo Bonduelle, and Calconut. She has led projects related to growth, innovation, and transformation, with direct responsibility for portfolio, go-to-market strategy, pricing, brand positioning, and team management, in both national and international environments.
“This is complemented by her solid experience working with R&D and sales, aligning consumer, health, and sustainability trends with the needs of the current market and consumer,” Bollo said.
The announcement comes at a significant moment for Bollo, which, in recent months, has taken a series of strategic steps to further consolidate its position as one of the leading companies in the fresh fruit market, both domestically and internationally. It has expanded its portfolio to include tropical fruits, such as pineapple; entered the ready-to-eat (IV range) segment with its flagship brands (Bollo and Bruñó) to respond to increasingly relevant trends, such as convenience and ease of consumption in daily life; and revamped the image of its flagship brand, Bollo, to make it more adaptable to a wider range of formats and environments and connect with new audiences.
“I take on this new position with great enthusiasm and a strong sense of responsibility to continue building solid, relevant brands that connect with consumers. Beyond our premium positioning, anchored in the quality and flavour of our fruits, we must highlight what lies behind them: a new way of farming, a commitment to sustainability, and a centuries-old legacy that is constantly evolving and responding to market trends,” de la Peña said.
“The agri-food sector also has a direct impact on people’s lives and well-being, and from the marketing department, we have the opportunity to show consumers the true value of what we do every day.”
De la Peña holds an MBA in digital marketing, an executive MBA, a master’s in marketing management, and is a Lean specialist. She has significant experience as a speaker and lecturer in marketing and innovation at professional forums.
