Key Takeaways:
- BioFirst Group appoints Bart Sosef as President of its Plant Products division.
- Sosef brings 30 years of industry experience and a strong focus on customer-first strategies.
- His leadership will drive the transition to sustainable horticulture practices in North America and central Europe.
- Strategic growth, financial health, and cross-selling opportunities are key objectives for Sosef in his new role.
- A structured transition process is planned to ensure a smooth handover of responsibilities.
BioFirst Group, a leading provider of sustainable horticulture and agricultural crop management solutions, has announced the appointment of Bart Sosef as the new President of its Plant Products division. Sosef, who currently holds the position of General Manager for Biobest Netherlands and serves as Sales Director for the Benelux region, will take on his new role as part of BioFirst’s Executive Committee, reporting directly to CEO Jean-Marc Vandoorne.
An Industry Veteran with Deep Roots in Horticulture
Bart Sosef, a native of Westland—the heart of the Netherlands’ horticulture industry—has been deeply involved in the sector from an early age. With a strong entrepreneurial background in a family-owned retail business and an MBA in Food & Finance, Sosef has amassed 30 years of experience within the industry. His decade-long tenure at Biobest has been marked by a relentless focus on improving customer experience, particularly through the implementation of e-commerce and IT initiatives, such as the development of a webshop and customer relationship management (CRM) systems.
Sosef’s customer-first approach, combined with his informal yet action-oriented leadership style, has earned him a reputation for loyalty and dedication. These qualities, along with his vast industry knowledge, make him a natural fit for the leadership role within BioFirst’s Plant Products division.
Strategic Vision for Growth and Sustainability
As President of Plant Products, Sosef will be responsible for driving strategic growth across North America and central Europe. The division caters to a wide range of horticultural needs, providing essential inputs for core crops such as greenhouse vegetables, fruits (including berries), ornamental plants, and turf. Sosef’s leadership will focus on expanding the division’s sales force in Canada and the USA while steering the market towards more sustainable practices. This includes a gradual shift away from synthetic pesticides and fertilizers in favor of more environmentally friendly alternatives.
In addition to growth, Sosef’s strategic objectives will emphasize the financial health of the division. This will involve improving EBITDA, managing working capital, and optimizing cash flow. Moreover, Sosef will oversee the integration of divisional entities in Mexico, Poland, and Austria, ensuring these integrations align with the broader goals of both the division and the company.
Creating Synergies and Driving Collaboration
A key aspect of Sosef’s role will be to identify and leverage cross-selling opportunities within the Plant Products division. By promoting a more integrated approach to selling products such as pesticides, fertilizers, and seeds, Sosef aims to create synergies that benefit both the division and its customers.
Collaboration will also be central to Sosef’s strategy. He plans to work closely with the leadership teams of the Plant Products entities in Canada and the United States to ensure that strategies are aligned and efforts are coordinated. This collaborative approach is expected to enhance the division’s overall performance and foster a unified direction towards sustainable growth.
A Structured Transition for Seamless Integration
To ensure a smooth transition into his new role, BioFirst Group has planned a clear and structured handover process. In the coming weeks, Sosef will engage with all relevant stakeholders, facilitating an optimal handover of responsibilities and ensuring continuity for the division’s operations.
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Image provided by Biobest
