Jacob Hobbel will lead TOMRA Food's Processed Food business area

TOMRA Food appoints Jacob Hobbel as its first Global Category Director for Vegetables and Fruit for its Processed Food business area. 

Hobbel joined TOMRA after 8 years as Sales Manager for Greenyard Frozen, a European expert in fresh and frozen fruits and veg, where he supervised market strategy and commercial development of the EMEA, African, and North American regions. Prior to this, Jacob worked as Sales Manager at Pasfrost, Belgium-based frozen veg producer, responsible for Central Europe, Japan, and Scandinavia. This followed 15 years in sales and sales management in other markets.

Jacob Hobbel commented that through his professional path he learnt that understanding customers' needs and challenges is key, and TOMRA’s world-class reputation and customer-centricity has attracted him to join the team. He stressed that this is an opportunity for him to leverage his skills and insights into the IQF fruit and veg industry to help TOMRA develop the best sorting and peeling solutions.  

TOMRA Processed Food offers sorting machines for fruits and veg, dried fruit and nuts, potatoes, proteins, seeds, grains, among others. TOMRA Fresh Food, TOMRA Food’s other business area, focuses on avocados, apples, blueberries, citrus fruit, cherries, tomatoes, and kiwifruit.