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Meet the Experts: Hans Vriens


Hans Vriens

Chief Innovation Officer, Barry Callebaut AG

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Hans was appointed in December 2005 to the newly created position of Chief Innovation Officer and member of the Management Team for Barry Callebaut.  Since 2001 he has been the owner of VF&Co. b.v. in Amsterdam, Netherlands, a holding company which invests in and develops new consumer brands for itself and for third-party customers. Activities include the consulting of the development of large multinational companies in functional foods, a partnership selling an energy drink in a new packaging concept, as well as the production and distribution of a functional dairy product. Prior to this, Hans served as Executive Board Member responsible for Sales, Marketing and Interactive at EM-TV & Merchandising AG in Munich, Germany. From 1994-1999 he held various functions with Red Bull GmbH, among which Managing Director for Red Bull North America in Los Angeles, U.S.A. From 1989-1994 he worked as Brand Manager for Procter & Gamble in Austria and in Germany. He started his career in brand management and marketing with Mars/Effem in Spain and in the Netherlands.