TOMRA Sorting Food has appointed two highly experienced senior sales people for EMEA to further implement its controlled growth strategy.
The global leader in sensor-based food sorting solutions has promoted Karel Strubbe to regional sales director with responsibility for Europe, the Middle East and Africa. This follows six years based in California where his most recent role was as TOMRA Sorting Food’s sales director for the Americas and Oceania.
A Belgian native, Karel has 11 years’ experience with TOMRA and returns to the company’s Leuven headquarters in his home country to bolster its sales force, build customer partnerships and lead a large and growing team of regional sales managers.
Commenting on his appointment, Karel says: “EMEA is the most complex and diverse region in the world, spanning 65 countries, many cultures, and 40 languages in Europe alone. There are significant opportunities and challenges here, so I’m really looking forward to leading TOMRA Sorting Food’s sales operation across the region.
“We take a collaborative approach with customers in the Americas, and in EMEA I will continue with the ethos of understanding customers’ needs and providing them with the right technology, innovation and customer care. TOMRA has a strong reputation worldwide in sensor-based food sorting solutions and this puts us in a good position to expand our customer base in EMEA.”
During the four years that Karel oversaw TOMRA’s Americas region as sales director, its revenues significantly increased by enabling its customers to optimise yield, reduce waste and maximise profits. His EMEA role will see him focus his expertise on TOMRA’s core applications of optical sorting solutions for potatoes, nuts, fruit and vegetables. He will also spearhead the company’s innovation by working in partnership with customers to develop bespoke new applications to meet their specific needs.