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How we Lead

Leading the next generation of food

How we lead
Flora Food Group's Executive Committee includes established leaders with proven track records from the food, consumer goods and health industries. Together, they bring a wealth of complementary experience, knowledge and skills to build on Flora Food Group's strong legacy, and successfully lead the company into a new era focused on the future of food.

A message from our Group CEO David Haines

"Our vision for the Flora Food Group is to become the next generation of food, with a pioneering global company, transitioning the food system towards a more sustainable, mainly plant-based model of consumption. Our purpose is to be the next generation of delicious, natural, nutritious food: more affordable; more sustainable. Our iconic brands offer compelling choice; we are the global branded food champion, powering a significant industrial and portfolio transformation, achieved with the unique commitment of our Flora Foodies. As a result, we believe we are well-positioned for profitable and purposeful growth."

  • David Hains

    David Haines

    Group Chief Executive Officer

    David was appointed Group Chief Executive Officer (CEO) of Flora Food Group in July 2018. David was previously Chairman and CEO of Grohe Group, and subsequently CEO of Lixil Water Technology Group. At Grohe, David led the complete transformation of the business over a 10-year period. He joined Grohe from Vodafone, where he served as the company’s first Global Marketing Director, building Vodafone into a successful, top ten global brand within three years and across multiple markets. Prior to this, David was Deputy Division President of The Coca-Cola Company in Germany, and for 10 years a General Manager for Mars across different European markets.

  • Florence Naviner

     Chief Financial Officer

    Florence joined Flora Food Group in September 2020. Florence has almost 30 years of experience working for Mars Incorporated where she held several positions - most recently as Chief Financial Officer and Senior Vice President of Mars Wrigley. She has a wealth of finance and strategic management experience and a strong track record in business turnarounds, value creation programs, business and finance transformations, debt management, M&A Projects and leading a strong finance teams with a focus on talent development.

  • Laurant Lavenet

    Laurent Lavenut

    Chief Operations and Product Officer

    Laurent joined Flora Food Group with over 20 years-experience in global operations and supply chain management for consumer and food companies. Previously, he was a Senior Vice President for Supply Chain at the Consumer Beauty Division at Coty and, before that, served as a Vice President of Operations at Danone’s Advanced Medical Nutrition Division and Danone Russia.

  • Dominic Brisby

    Regional President Europe, USA and Canada

    Dominic has over two decades of experience in consumer goods, across all continents. He joined Flora Food Group from Imperial Brands, where he was Interim Group CEO , and President of the Americas, Africa, Asia, and Australia Region. Prior to this, he led Europe for Imperial Brands.

  • Tim Verbeek

    Regional President AMEA and LatAm

    Tim joined Flora Food Group with over 20 years of brand development, commercial and general management experience across various local, regional and global roles within FMCG companies such as Unilever and Heineken in addition to running two of his own companies as Founder and CEO. Tim now leads Flora Food Group's Business Units spanning, Latin America, Africa, Middle East & Asia-Pacific.

  • Eve Baldwin

    Eve Baldwin

    Chief Human Resources Officer

    Eve joined Flora Food Group with over 20 years-experience in human resources, talent management and M&A. Previously, she was Vice President of HR at Unilever's spreads and personal care divisions and before that at the Ford Motor Company in Europe.

  • Detlef Schmitz

    General Counsel

    Detlef joined Flora Food Group with over 20 years-experience as in-house legal counsel for global consumer companies. He served as General Counsel and a Member of the Board of Managers at Grohe Group and subsequently as the General Counsel of Lixil Water Technology Group. Prior to that, Detlef was Head of the Legal Department for the Coca-Cola Company in Germany.

  • Olga Osminkina Jones

    Olga Osminkina - Jones

    President and Chief Growth Officer, Violife

    An experienced brand building executive with a strong track record of driving growth and leading transformation in premium and lifestyle businesses in beauty, fashion and beverages, Olga was recently Senior Vice President and Global Category Officer – Intimate Wellness at Reckitt. Prior to this, Olga led Innovation and New Brand and Category Development at PepsiCo. She started her career at P&G, before moving into senior roles at Danone, Heineken and Estee Lauder.

  • Herman Betten

    Chief Corp Affairs and Communications Officer

    Herman brings over 15 years of strategic advisory experience, with a focus on stakeholder engagement and strategic positioning. Prior to joining Flora Food Group he served as CEO at Teneo Netherlands, leading comprehensive communication strategies. Previously, he held senior positions at Royal DSM, specialising in financial communications, crisis management, sustainability, media and government relations, and corporate branding. Earlier in his career, he worked at Dutch national radio and television.

Code of Conduct
At Flora Food Group we are committed to upholding the highest standards of conduct across our business. We do this because it is the right thing to do, it holds us accountable, and creates a more durable business for the long-term that we can all be proud of.