We are pleased to announce the incorporation of Pedro Juan Serna into the Veganic team as Chief Strategy Officer (CSO), effective September 1st.
Pedro Juan is an Agricultural Technical Engineer from EUITA Orihuela, complemented with advanced studies in Business Management, Team Leadership, and Strategy at Fundesem Business School, along with extensive experience in multinational companies and in running his own business.
In this entrepreneurial venture, he spearheaded a pioneering IPM (Integrated Pest Management) project in vegetables, which became a turning point in the distribution sector by betting on differentiation and sustainability.
Throughout his career, Pedro Juan has demonstrated a leadership style based on innovation, customer orientation, team high performance, and results achievement.
He is recognized as a C-IPM Specialist, with unique expertise in IPM that has led him to play a leading role in the biorational products segment in Spain. In addition, he created a unique support project for farmers to achieve productions adapted to the requirements of European supermarkets, making a decisive contribution to the sector’s competitiveness.
In his role as Chief Strategy Officer (CSO) at Veganic, Pedro Juan will be responsible for defining and updating the company’s strategic vision, identifying new growth opportunities in markets, products, and channels, assessing industry trends such as healthy food, veganism, and organic products, and ensuring consistency of all company functions with the corporate strategy. He will also report to the CEO and the Global Executive Board on key risks, opportunities, and developments.
With his experience, Veganic reinforces its commitment to the value chain, sustainability, and differentiation, offering a clear and unique proposal to consumers, retailers, supermarkets, the environment, and ultimately to present and future society. We invite you to meet Pedro Juan Serna in person at our stand during Fruit Attraction (Madrid, stand 3C28) and at ABIM (Basel, Switzerland, stand 162).
