Luján replaces Juan Ignacio Allende, who becomes director of Hortifrut’s US partner, Naturipe

Berry giant Hortifrut has announced the appointment of Héctor Enrique Luján Valladolid as its new CEO. Luján takes over on 1 July 2024 and will initially be based in the US. Outgoing CEO, Juan Ignacio Allende, will continue to be a board member of Hortifrut in subsidiaries and related companies, including Naturipe in North America, as well as leading other strategic functions to be defined with the Board of Directors.


Hector Lujan

Hortifrut said Allende leaves a great legacy thanks to his ability to build alliances, high performance teams and the development of business relationships, which have allowed the company to continue its global growth.

Allende commented: “It has been a real honour to lead the growth and expansion of Hortifrut during all these years and I know that I leave the management of the company in the best hands. I especially want to thank the board of directors and the entire team of the great Hortifrut family”.

Luján, a Mexican national, has 28 years of experience in the agricultural industry, including 22 in the berry sector. He has managed global operations, led multidisciplinary teams and overseen talent development. “Recognised for his great human qualities, he has been instrumental in triggering and executing high industry growth in North America, Europe and Asia,” Hortifrut said.

Lujan commented: “I thank the board of directors for their confidence in me to lead this great organization. It is with enthusiasm that I fully embrace its entrepreneurial spirit and innovation culture, promoting partnership and reaffirming our commitment to people and the environment. Together, we will work tirelessly to achieve our goals and lead the company towards a prosperous and sustainable future”.

Thanking Allende for his outstanding performance as CEO, Hortifrut chairman Nicolas Moller said his vision and passion for berries had greatly contributed to consolidate the company’s position as the number one blueberry company in the world and leader in the berry category, with sales of more than US$1bn.

“I would like to extend a warm welcome to Hector. We are confident that his leadership, human qualities, and deep knowledge of the industry will be key to propel Hortifrut to new levels of growth, bringing the best ‘berries for the world every day’,” Moller said.