April 2, 2024
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Apeel appoints new CEO


Apeel’s new CEO Luis Beling. (courtesy photo)

Goleta-based Apeel Sciences announced that James Rogers will be stepping from his title as CEO and that the company has appointed Luiz Beling to take over the position.

Announced Feb. 26, Apeel said in a press release that Beling will transition into the CEO role over the next months, working with Rogers. Rogers, founder of Apeel in 2012, will remain on the Apeel board.

“I’m delighted to have Luiz joining our team at this pivotal moment. Luiz’s appointment symbolizes Apeel’s transformation from an innovative startup to a global business,” Rogers said in a press release. “His customer obsessed mindset and strategic vision is in perfect harmony with our core mission to make food more accessible to the world and to create abundance for all.”

Apeel, a company that has developed a system for increasing the shelf life of fresh produce, noted in a press release that Beling brings over over two decades of agriculture industry experience.

Beling most recently held leadership roles at Farmer’s Business Network and Bayer Crop Science, where he led large teams across multiple geographies that accelerated business growth and increased customer satisfaction.

His career has been characterized by a commitment to finding healthy solutions to critical challenges in food and agriculture, according to the press release.

“I’m thrilled to join Apeel Sciences, a company that resonates with my passion for innovative solutions,” said Beling.

“As we embark on the next phase of the company’s growth, my priority is to elevate our customers’ experience to unprecedented levels. Achieving outstanding customer satisfaction is at the heart of my focus, as we strengthen our partnerships with suppliers and retailers to deliver healthy produce and simplify the integration of our groundbreaking technology.”

email: jmercado@pacbiztimes.com