TOMRA Food appoints first Global Category Director for Vegetables and Fruit for its processed business area

TOMRA Food continues to sharpen its focus on sorting and peeling solutions precisely tailored to food categories  
Jacob Hobbel
Jacob Hobbel

TOMRA Food's Processed Food business area has appointed its first Global Category Director for Vegetables and Fruit. The new role – created as part of TOMRA's ongoing strategy to tailor solutions even more precisely to specific food categories – has been filled by Belgian Jacob Hobbel.  

Jacob 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. Before this, Jacob was Sales Manager at Belgium-based frozen vegetable producer Pasfrost, responsible for Central Europe, Scandinavia, and Japan. This followed 15 years of experience in sales and sales management in other food markets, including ice cream and ready meals.

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

Jacob Hobbel said: “My international sales and marketing experience has taught me 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.”

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.