January 10, 2023

TOMRA appoints marketing veteran to newly created position

TOMRA Food’s Processed Food business area has appointed its first global category director for vegetables and fruit.

The role, created as part of the company’s efforts to tailor solutions to specific food categories, has been filled by international marketing veteran Jacob Hobbel.

Hobbel joined TOMRA after eight years as sales manager for Greenyard Frozen, a European market leader in fresh and frozen fruits and vegetables, where he oversaw market strategy and commercial development of the North American, EMEA and African regions. Prior to that, he was sales manager at Belgium-based frozen vegetable producer Pasfrost, responsible for Central Europe, Scandinavia and Japan.

Jacob Hobbel is TOMRA Food’s first global category director for vegetables and fruit. Photo: Provided

“The new role of global category director for vegetables and fruit will establish TOMRA as a thought leader in this area, making this category a solid pillar of our core food business,” Karel Strubbe, vice president and head of global sales at TOMRA Processed Food, said in a news release. “Jacob brings to this task an extensive, in-depth understanding of the frozen fruits and vegetable industry, as well as insight into consumers’ quality expectations in these markets.”

TOMRA Processed Food offers specialized solutions for seven food categories: vegetables and fruit, nuts and dried fruit, potatoes, proteins, confectionery, seeds and grains, and coffee. TOMRA Food’s other business area, TOMRA Fresh Food, specializes in seven food categories: apples, avocados, blueberries, cherries, citrus, kiwi, and tomatoes.

“My international sales and marketing experience has taught me the importance of understanding customers’ challenges and needs,” Hobbel said. “What attracted me to joining TOMRA, in addition to its world-class reputation, is its customer-centricity. This is an opportunity for me to leverage my experience and insights into the IQF vegetables and fruit industry to help TOMRA develop the most effective sorting and peeling solutions on the market. I love the prospect of managing the category, working closely with colleagues and customers, and meeting new people as I travel the world.”

TOMRA Food designs and manufactures sensor-based sorting machines and integrated post-harvest solutions. The company has more than 12,800 units installed at food growers, packers and processors around the world.

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