February 26, 2024

Produce industry veteran taking reins as new Apeel Sciences CEO

Food technology and coatings company Apeel Sciences has named a new CEO as its founder prepares to step down.

Produce industry veteran Luiz Beling will take over from James Rogers, transitioning into the CEO role during the next few months, according to a news release.

A man smiles with his arms crossed in front a fruit tree
Luis Beling has been named the new CEO of Apeel Sciences. Photo courtesy of Apeel Sciences.

Rogers will remain on the board of the company, with U.S. headquarters in Goleta, California.

Beling, who most recently held leadership roles at Farmer’s Business Network and Bayer Crop Science, shared the news on his LinkedIn page.

“I’m delighted to have Luiz joining our team at this pivotal moment,” Rogers said in a news release. “Luiz’s appointment symbolizes Apeel’s transformation from an innovative startup to a global business.

“His customer-obsessed mindset and strategic vision is in perfect harmony with our core mission to make food more accessible to the world and to create abundance for all.”

Founded in 2012, Apeel uses mono- and diglycerides to make a plant-based coating that slows water loss and oxidation in fresh produce, according to its website.

“I’m thrilled to join Apeel Sciences, a company that resonates with my passion for innovative solutions,” Beling said in the release. “As we embark on the next phase of the company’s growth, my priority is to elevate our customers’ experience to unprecedented levels. Achieving outstanding customer satisfaction is at the heart of my focus as we strengthen our partnerships with suppliers and retailers to deliver healthy produce and simplify the integration of our groundbreaking technology.”

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