TOMRA’s First Global Category Director for Vegetables and Fruit

The Processed Food business unit of TOMRA Food has recruited its first Global Category Director for Fruit and Vegetables.

Jacob Hobbel, a Belgian, has taken on the new position, which was developed as part of TOMRA's continuous aim to more precisely customize solutions to particular food categories.

Jacob worked for Greenyard Frozen, a leader in the European market for fresh and frozen fruits and vegetables, for eight years before moving to TOMRA. There, he handled market strategy and business development for the North American, EMEA, and African areas. Before this, Jacob managed sales for Central Europe, Scandinavia, and Japan for the Belgian company Pasfrost, which produces frozen vegetables. This came after 15 years of work in various food categories, such as ice cream and ready meals, in sales and sales management.

“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. 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,” Karel Strubbe, VP Head of Global Sales at TOMRA Processed Food, commented.

Jacob Hobbel added that his international sales and marketing experience has taught him the importance of understanding customers' challenges and needs.

“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,” Hobbel mentioned.

Seven food categories are covered by TOMRA Processed Food's specialty offerings: fruits and vegetables, nuts and dried fruit, potatoes, proteins, confections, seeds and grains, and coffee. Apples, avocados, blueberries, cherries, citrus, kiwi, and tomatoes are just a few of the seven food categories that TOMRA Fresh Food, another division of TOMRA Food, focuses on.