ZAANDAM, THE NETHERLANDS - Ahold Delhaize announces that it has appointed Xavier Piesvaux as Country Manager Romania as of January 1, 2026, reporting directly to Claude Sarrailh, CEO of Ahold Delhaize Europe & Indonesia. Xavier, who will step down as Brand President of Delhaize Belgium, will relocate to Romania and lead the continued expansion and transformation of the company’s successful local brands, Mega Image and Profi. Brand Presidents Mircea Moga (Mega Image) and Mihai Spulber (Profi) will report into Xavier going forward.

Successful Profi acquisition

Under the leadership of Jesper Lauridsen, Chief Operating Officer for the Central and Southeastern Europe (CSE) region, Ahold Delhaize acquired Profi at the beginning of 2025. Together, the Romanian brands have delivered strong performance and have laid the foundations for further integration. Jesper will continue to drive growth for the Group as he continues to lead the markets of Greece, Serbia, and the Czech Republic together with the local leadership teams.

Accelerate ambitions

“Romania is one of the most dynamic markets in our portfolio, with a loyal customer base and an appetite for innovation. Our two-brand presence in the country represents significant opportunities for growth,” said Claude Sarrailh, CEO of Ahold Delhaize Europe & Indonesia, in the recent release. “With Xavier’s proven track record and expertise in driving transformational change, we are well positioned to strengthen our leadership and accelerate our ambitions in Romania in this next phase of growth. I would also like to thank Jesper for his remarkable leadership and contributions to our success in the country.”

Rapid expansion

Xavier brings extensive experience to his new role and is well positioned to drive greater focus, agility, and strategic support to Mega Image and Profi. As Brand President of Mega Image from 2006 to 2015, he led the company’s rapid expansion in Romania. After rejoining Ahold Delhaize in 2017 as Brand President of Delhaize Belgium, Piesvaux revitalized that brand with a strong focus on fresh and healthy products and steered the organization towards a future-proofed business model with a 100% affiliated store network.

“I am thrilled to contribute to the acceleration of the sustainable growth of our brands in Romania and am very glad to return to the country to further strengthen our leadership position,” said Xavier. “I am grateful to Claude for the support and the opportunity, and I look forward to working closely with local leadership and the teams to drive growth together and deliver enhanced value for customers and partners.”

LOS ALAMITOS, CA - Westlake Produce Company, a leading importer and distributor of fruits and vegetables, is proud to announce the opening of its newly consolidated warehouse facility, a strategic move designed to enhance operational efficiency and expand service capabilities for customers across retail, food-service, wholesale, and distribution channels. This consolidation aligns with the company’s commitment to deliver high-quality produce and value-added services across the supply chain.

With all functions now brought under one roof, Westlake Produce Company has streamlined its packing, repacking, consolidation, branded bagging, and private-label bagging operations into a single purpose-built facility. This move provides customers with faster turnaround times, reduced freight and handling costs, and greater flexibility when sourcing seasonal, specialty or everyday products.

“Our goal is to enhance the positive impact we have on the supply chain. Bringing our products and team under one roof is a major step in satisfying that purpose,” stated CEO Andrew Bivens in the recent release.

The consolidated warehouse enables Westlake to enhance these services and reduces logistics complexity for customers, providing a one-stop destination for multiple services, and helps Westlake maintain a higher standard of quality control.

The launch of our new distribution center at Westlake Produce Company marks a bold milestone in our growth journey, unlocking greater capacity, agility and impact for our customers and community. For more information about the new facility or to discuss service capabilities, contact us directly at 213-624-8676.

LOS ALAMITOS, CA - Frieda’s Branded Produce is a leader in supporting retailers with digital assets, recipes, and merchandising support. For the holidays, Frieda’s aims for a ready-to-go toolkit that drives engagement, trial, and incremental sales. I turned to Alex Jackson, Vice President of Sales and Marketing, for the details.

“We collaborate closely with our retail partners to plan promotions that drive both units and margin across three key Thanksgiving categories. Sweet Potatoes take center stage with our eye-catching Stokes Purple® display bins that inspire shoppers and bring a pop of color to the department,” Alex began. “Our Specialty Onions lineup adds depth and variety to traditional holiday cooking, while our Wet Veg category—featuring ready-to-merchandise items like Watermelon Radish, Sunchokes, and our line of chicories—offers retailers easy wins during a busy season. Since holiday floor space is always at a premium, we focus on the ‘easy lifts’—high-impact, ready-to-grab packaged items that surprise and delight shoppers, move quickly, and stay on trend with what consumers are seeing online and on restaurant menus.”

As Alex relayed, the brighter the display, the longer shoppers linger. Frieda’s helps by making holiday merchandising easy. Stokes Purple is a natural shopper magnet, and the supplier has holiday display bins that feature bold graphics, photos, and QR codes for holiday recipe inspiration. They set up fast and create a visual anchor that boosts peak season sales.

“Cross-merchandising is always a good strategy. Think pie ingredients near the Stokes Purple potatoes; Kumquats and pink lemons near the bubbly; or onions with stuffing mixes, turkey brines, and seasonings. Shoppers are curious, but cautious. Clear signage, recipe cards, or a simple ‘Swap these in!’ message can turn their hesitation into action,” Alex explained.

Frieda’s research shows that a quarter of United States consumers are rethinking Thanksgiving entirely, with 40 percent adding plant-based or lighter sides to their menus.

“Millennials and Gen Z are responsible for nearly 60 percent of holiday spend, and those shoppers seek variety, health, and authenticity. Frieda's has long been ahead of those trends,” Alex concluded. “People like to be creative in the kitchen. Produce should support them as they try new things. The Frieda’s holiday lineup makes Thanksgiving even more memorable by offering color that can stop shoppers and flavor that earns repeat purchases.”

I am all for bringing more color to holiday tables, and I know many fellow consumers who would say the same. As your shoppers go in search of seasonal standouts, be sure to have Frieda’s products front and center.

REIDSVILLE, GA - Healthy Family Project announced the promotion of Amanda Keefer to Vice President, Healthy Family Project. In this expanded role, Keefer will lead overall strategy, operations, marketing, and partnerships for the organization, which collaborates with health-conscious food brands and retailers to inspire healthier families while giving back to those in need.

Keefer has been with Healthy Family Project for nearly 15 years, most recently serving as Senior Director of Marketing & Communications.

During her tenure, she has played a key role in building the organization’s national campaigns, storytelling platforms, and retail partnerships that have helped raise millions of meals and dollars for Feeding America® food banks and other family-focused nonprofit partners.

“Amanda has been an integral part of Healthy Family Project’s evolution and success,” said John Shuman, President & CEO of Shuman Farms and Founder of Healthy Family Project, in the recent release. “Her passion for helping families make healthier choices, combined with her deep relationships across the food and grocery industries, has elevated our impact year after year. As Vice President, Amanda will continue to drive our mission forward, innovate with our partners, and ensure that giving back stays at the heart of everything we do.”

In her new role, Keefer will oversee strategic planning, cause marketing initiatives, trade and consumer communications, digital and social strategy, and partner programs with retailers and brands nationwide. She will also continue to serve as a spokesperson for Healthy Family Project at industry events, media opportunities, and community-facing activations.

“I’m honored to step into this role and continue the work we’ve been building for so many years,” said Amanda Keefer, Vice President, Healthy Family Project. “Healthy Family Project was founded on a simple but powerful idea: when brands, retailers, and families come together around better-for-you choices, we can create real, measurable change in our communities. I’m excited to partner with our incredible team and our partners to grow our impact, support even more families, and keep telling the stories that inspire healthier habits at home.”

Under Keefer’s leadership, Healthy Family Project will continue to expand its retailer programs, digital campaigns, and education resources, connecting shoppers with easy, affordable ways to enjoy more fruits, vegetables, and better-for-you products while supporting hunger-relief and family-focused nonprofits.

YUMA, AZ - Church Brothers Farms’ transition from Salinas, California, to Yuma, Arizona, is underway. I connected with Jeff Church, Chief Operating Officer, to hear how crops are looking as the new season kicks off.

“The majority of what we grow goes down to the desert through April. Broccoli and cauliflower are still here in Salinas, but they, too, will transition down in a few weeks. Celery is the only commodity that doesn’t go to Yuma; we do our winter growing in Oxnard,” Jeff began telling me.

He relayed that there has been plenty of rain both in Salinas and Yuma, which affects everything in terms of both quality and weight. However, Church Brothers anticipates improvements in December.

“We’ve had quite a bit of rain both here and in the desert, so the start of the Yuma has been slowed down as a result. We don’t expect yields to be at budget until December,” Jeff continued.

Church Brothers expects to see the Thanksgiving pull continue through the end of this week, with good demand on most categories.

For more transition updates like this, stick with ANUK.