SOUTH AFRICA – Westfalia Fruit Group has announced the appointment of Chris Bush as its new Group CEO, effective October 28, 2024.
With nearly 40 years of experience in grocery retail, Bush is set to bring his extensive leadership skills to Westfalia’s global operations.
Chris Bush is a seasoned executive with a proven track record in managing large-scale operations across multiple continents.
He has held senior roles at Tesco Plc for 32 years, including as UK Managing Director, and more recently served as Divisional CEO of DFI Retail Group in Southeast Asia.
His experience leading grocery retail businesses across Europe, Asia, and the USA positions him as a capable leader to steer Westfalia Fruit’s global operations.
Bush’s extensive leadership background and strategic thinking were key factors in his appointment, according to Westfalia’s board. “We are excited to welcome Chris Bush as our new Group Chief Executive,” said Dr. Khotso Mokhele, Chairman of Westfalia Fruit Group.
“His strong leadership, strategic capabilities, and broad international experience will be invaluable as we continue to grow and adapt to changing markets.”
In his first statement after the announcement, Bush highlighted the importance of sustainability and innovation within Westfalia. “I am both honoured and excited to join an organisation that is so clearly committed to product quality and sustainability,” he said.
He also emphasized the company’s dedication to addressing climate change and contributing positively to the planet, referencing Westfalia’s long-standing values established by its founder, Dr. Hans Merensky.
Bush expressed his eagerness to collaborate with Westfalia’s global team and stakeholders. “I look forward to meeting our talented team, customers, and stakeholders around the world to learn how we can maximise our growth potential and build long-term success,” he added.
Global expansion of avocado exports
In addition to the leadership transition, Westfalia Fruit has recently achieved significant milestones in its global market expansion.
The company has entered new markets in Asia, including Japan, India, and China, marking a pivotal moment for the South African avocado industry.
Graham Young, Westfalia’s Chief Operating Officer, explained the significance of these developments.
“The expansion into these diverse markets represents substantial growth opportunities for the South African avocado industry,” Young said.
He further highlighted that Westfalia is not only delivering premium-quality avocados but also creating economic opportunities for its growers.
The entry into Japan followed the lifting of a ban on Hass avocados, opening fresh opportunities for South African exporters.
Earlier this year, Westfalia successfully entered the Indian market and has continued to strengthen its presence in China.
With Chris Bush at the helm, Westfalia Fruit Group is well-positioned to continue its global expansion while maintaining a strong commitment to sustainability and product quality.
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