New appointee, who has already been with the company for five years, joins team of ”hands-on, flexible and agile leaders”

CCO The Greenery Willem-Jan Boelema

Willem-Jan Boelema, The Greenery

Dutch fresh produce company The Greenery has confirmed that Willem-Jan Boelema became its new chief commercial officer at the start of March.

In his new role, Willem-Jan Boelema will be responsible for all commercial activities within The Greenery. Arthur Swijter remains responsible for finance, under the leadership of recently appointed CEO David Markowski.

Together, the trio are expected to form a team of “hands-on, flexible and agile leaders” who are committed to “efficient operations, optimal services and long-term partnerships in the chain, with a focus on satisfied growers and customers”.

With a background at well-established companies such as Jumbo and Shell, where he held various commercial, international and strategic positions, Boelema offers plenty of experience.

He has worked at The Greenery since 2019, first as Benelux and retail commercial director, then as international director.

According to the company, he has played an “integral role” in the development and implementation of Focus 2025, its new strategy to create maximum value for growers.

“It is an honour to work for The Greenery,” commented Boelema, “a company that has been supplying high-quality products from the best growers to our customers across Europe for decades. I look forward to working with our team and our growers to take the next step in realising our ambitious goals.”

Niels Zuurbier, chairman of the supervisory board, expressed his confidence in the new CCO’s abilities: “Willem-Jan has proven to make a valuable contribution to the growth and development of The Greenery, with a keen eye for both customer satisfaction and the interests of our growers. His broad experience and dedication will undoubtedly contribute to further successes for our organisation.”

Markowski added: “Willem-Jan Boelema is a valuable addition to the management team at The Greenery. His drive for delivering great results for our growers and customers, combined with his team-oriented approach, make him an ideal person for the role of CCO.”