Steven Martina to head up retail sales operation after Cindy van de Velde decides to step down for “personal reasons”
Cindy van de Velde, recently appointed retail director at fresh fruit and vegetable marketer The Greenery, is to leave the company at the start of June, the group has confirmed.
Van de Velde was promoted in January as part of a major reorganisation of the group’s commercial operation, becoming vice-president of global retail sales having previously managed its business in the Benelux.
Steven Martina, who was appointed trade sales director at the same time, will assume responsibility for the retail side of the business at least in the short-term.
A spokesperson told Eurofruit that Van de Velde had decided to leave for “personal reasons” and not as a result of recent changes to its commercial strategy or indeed its poor financial performance over the past few years.
“The Greenery regrets this departure, because of the important role Cindy played in the development and implementation of the 2014-2018 strategy, which she still fully supports.”
Martina’s knowledge of the business would ensure a smooth transition, the spokesperson added: “As Steven and Cindy were jointly responsible for the commercial part of the strategy and were already working together closely, we do not expect any problems in our daily operation. Results up to now do still meet our expectations.”
Van de Velde is the second member of The Greenery’s senior management to leave in the past month, following the departure of chief financial officer Albert Knol in early May.
The company is currently being led by interim chief executive Okke Koo, who has overseen its recent restructuring – dubbed the Phoenix plan.
Earlier this year, the group blamed weak prices and increasing consolidation among European retailers for a fall in net turnover to €1.3bn last year, contributing to a net loss of €2m from its regular business operations.
Taking into account the cost of its reorganisation, that net loss increased to €21m in 2013.