Seasoned Leader from FMCG and Agriculture Sectors to Steer Berry Breeding and Global Growth Strategy.
Planasa has named HaPlanasa has named Hans Liekens as its new Global Head of Innovation, a move designed to drive the company’s ambition to become a global leader in berry breeding.
The decision was announced today and underscores Planasa’s emphasis on expanding its research and nursery capabilities for the agri-food industry.
With significant experience in the Fast Moving Consumer Goods (FMCG) and agriculture sectors, Liekens will spearhead innovation initiatives that encompass operational excellence and international growth.
In taking on this role, he will focus on strategies that place Planasa’s berry category at the forefront of global markets, while also striving to enhance the company’s research and development efforts for plant varieties.
Planasa, a leading company in the agri-food sector, specializes in plant variety research and nursery production within the berry space.
The organization has consistently invested in new breeding techniques and cultivars that cater to a diverse range of consumer preferences around the world.
By appointing Liekens, Planasa aims to reinforce its position and strengthen a business strategy rooted in innovation, expansion, and efficient cultivation methods.
A central part of this plan involves building on its existing portfolio of berry varieties, which the company hopes to expand further, offering growers, retailers, and consumers consistent quality and distinctive taste profiles.
Liekens joins Planasa with 30 years of professional experience, having held senior roles at Tropicana, Chiquita, Campina, Hessing, and Fall Creek.
In those positions, he developed expertise in innovation management, product development, and business strategy.
His background in both FMCG and agriculture allows him to understand the entire process, from conceptualizing a product idea to delivering it to the end user.
This perspective, which includes insights on consumer demand and market trends, is expected to support Planasa’s growth targets.
His history of working on collaborative projects will also prove valuable, as partnerships within the agri-food sector often require strong alliances among growers, researchers, and distribution networks.
“Hans’ FMCG experience and innovative mindset will strengthen our ability to meet our customers’ needs. With his proven strategic vision, he will be responsible for driving a culture of innovation and seamlessly integrating new processes to enhance efficiency, productivity, and competitive advantage, which could have a disruptive impact on our organization, stakeholders, and the sector.”
Michael Brinkmann, CEO of Planasa
Brinkmann’s comments reflect the company’s confidence in Liekens’ capacity to lead transformational initiatives, align them with market demands, and push Planasa toward its broader corporate objectives.
The plan is to integrate consumer focused research with rigorous testing of plant varieties, aiming to boost efficiency and ensure that Planasa’s breeding programs remain relevant to current and future market needs.
“In my new role, we will focus on delivering success for all stakeholders by putting the consumer at the heart of everything we do and driving innovation and excellence.”
Hans Liekens, Global Head of Innovation
The combination of Liekens’ strategic approach and Planasa’s existing infrastructure is expected to produce notable advances in the breeding of berries with superior flavor, resilience, and production characteristics.
In addition to focusing on innovation, Liekens will help optimize the efficiency of nursery operations, ensuring that high quality plants are delivered to growers worldwide.
By integrating his knowledge of the FMCG sector, he is well positioned to identify best practices for reducing costs, streamlining processes, and minimizing waste.
Liekens holds a degree in Commercial Engineering from Solvay Business School – Vrije Universiteit Brussels, an academic background that supports his role in leading Planasa’s innovation efforts.
Through this expertise, combined with his practical experience, he is poised to push forward initiatives that bridge the gap between research outcomes and large scale market application.
