ESTERO, FL - Big things are in store for Naturipe Foods as the company has announced not only the appointment of Jason Bellan as the new Division Vice President and General Manager, but it has also unveiled further global expansion as Horifrut, a partial owner of Naturipe, has merged with Alifrut, a subsidiary of Duncan Fox, to form Vitafoods.
“Naturipe has a remarkable history, business model, and strong core company values. I look forward to playing a key role in the company’s growth,” said Bellan. “The prospect to steward the value-added frozen division is motivating and an excellent challenge.”
As Naturipe’s newest Division Vice President and General Manager, Bellan will manage and direct company sales of processed fruit products. Through leadership, planning, and execution of strategic business development and sales, Bellan will implement plans to grow processed berries, fruits, and vegetables across the market.
With 13 years in the industry under his belt, Bellan has a wide breadth of knowledge when it comes to both frozen and fresh foods. Through his experience, he has developed strong strategic planning skills and a proven talent for cross functional business development, making him an excellent fit for his new role, according to a press release.
Before joining Naturipe, Bellan was VP of Customer Development for Fresh Food Group, Walmart National Account Director for Ready Pac, and held several roles with Nestlé USA. He also holds a Bachelor of Science degree in Business and Marketing from Miami University.
“We are excited to have Jason join our senior management team,” said Juan Ignacio Allende, Chairman of the Board. “His depth of business development experience and attention to customer service are significant to the execution of Naturipe Foods’ strategic growth initiatives.”
Along with the news of Bellan’s appointment, Naturipe has also revealed the recent merger of Hortifrut and Alifrut to form the newly created Vitafoods, becoming official on July 31, 2020. The merger will serve as a way to promote international development and growth for value-added products. The new company will be involved in world-wide markets including the U.S., Europe, Asia, and Oceania.
“Because of consumers’ overall desire for better nutrition, paired with current consumption trends, which have accelerated intensely due to the pandemic, we have seen a significant increase in sales of frozen foods in global markets. We believe that this increase in consumption will continue over time, so we expect great growth opportunities for the category of value-added frozen fruits and vegetables in the main markets of the world. Our new partnership uniquely positions us with the increased operational capacity to meet this demand,” said Gonzalo Bachelet, General Manager of Vitafoods.
The newly created Vitafoods will join Munger Farms to help guide Naturipe into further expansion with an additional 70 million pounds of available product. The new addition will grow Naturipe into an even larger player in international markets.
We here at ANUK congratulate Jason on his new role, and wish him luck. We also congratulate Naturipe Foods on its new growth, and we look forward to seeing what the future has in store as the company continues to expand internationally.
