Paula Crespo joins the new department as value chain manager EMEA
Planasa has created a new department to drive its global growth strategy and further integrate and optimise all elements of its berry business and produce value chain.
The Global Value Chain department will be led by Hans Liekens, who expands his responsibilities from global head of innovation to become global head of innovation & value chain.
With over three decades of experience in FMCG and agriculture, Liekens has held senior leadership roles at industry-leading companies including Tropicana, Chiquita, Campina, Hessing, and Fall Creek, playing a key role in the Sekoya blueberry expansion.
Planasa said deep expertise in innovation, business strategy, value chain management, and global operations will be instrumental in driving the company’s long-term vision of becoming the global leader in berry breeding.
“This integration allows us to seamlessly connect innovation and operations, ensuring that our breeding programmes translate into world-class products delivered efficiently and reliably to customers around the globe,” Liekens said. “It is 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 appointed value chain manager EMEA. With more than six years of experience at Planasa, Paula has played key roles in marketing, communication, and retail relations, contributing to positioning the Planasa brand and portfolio. In her new role, she will coordinate the relationships with key players from the value chain across Europe, the Middle East, and Africa, ensuring alignment with Planasa’s global strategy.
“I am grateful to take on this new role and contribute to Planasa’s continued growth,” said Crespo. “This new structure provides us with a unique opportunity to better understand the needs of the markets, transfer them to our R&D department and build even stronger partnerships with our stakeholders and deliver value across the entire chain.”
Planasa said the creation of the Global Value Chain department reflects its 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.
