Greenfood Iberica appoints Adnan Pervez as new CEO

Catalonia-based supplier Greenfood Iberica has appointed Adnan Pervez as its new CEO, following the retirement of Jussi Alitalo.

Pervez joined the company in June 2010 as a commercial coordinator, and since then has progressed through a number of commercial and operational roles to become a key member of its senior team.

“As we say goodbye to Jussi in his role as CEO, we are pleased to announce that Adnan Pervez will take on the role of new CEO,” the group said in a statement.

“Adnan knows the company inside out and brings the experience, energy, and leadership needed to continue building on the strong foundations already in place. This transition marks an exciting new chapter for Greenfood Iberica. We look to the future with enthusiasm, staying true to who we are.”

Alitalo’s involvement with the wider Greenfood Group stretches back to 2002, when he started working for Finnish importer Satotukku as a fruit buyer.

Just over two years later, he relocated to Girona and set up Sato Iberica – which later became Greenfood Iberica – and over the following two decades established it as a leading exporter of Spanish fruits and vegetables to customers across northern Europe.

Just recently, it was announced that Dole Nordic is to buy all of Greenfood’s fresh produce business, with the exception of Greenfood Iberica.

“After an incredible journey together, our CEO, Jussi Alitalo, is entering a well-deserved retirement,” the company said.

“Over the years, Jussi has been a key part of who we are today, leading the company with vision, passion, and a genuine commitment to people. His impact goes far beyond results and figures; it lives on in our culture, our values, and our team. We are deeply grateful for everything he has contributed.”

It added: “We wish Jussi all the best in his retirement and warmly welcome Adnan in this new stage. We remain at your disposal as always, with the same enthusiasm and commitment to continuing to build together.”