VALENCIA, SPAIN — Zumex Group has appointed Yan Sirera as its new chief executive officer. Zumex’s founder, Victor Bertolín, will transition to the role of executive chairman, Zumex said.
“With his extensive expertise in scaling businesses, driving innovation, and building brand awareness, Sirera is ideally positioned to lead Zumex’s ambitious growth plans,” the company said. “His leadership will focus on expanding Zumex’s international reach, strengthening its position in the foodservice and retail industries and driving innovation in juicing technology. Bertolín, with over 40 years of industry experience and innovation leadership, will remain an invaluable resource to the company and to Sirera.”
Sirera’s 25 years of international food industry experience includes global management roles at Danone and PepsiCo. According to Zumex, Sirera was most recently advising early-stage European companies and other insurgent brands in the fast-moving consumer goods (FMCG) industry with Chef Sam.
“Welcoming Yan to the Zumex family is an exciting moment for all of us,” Bertolín said. “His impressive track record and deep international experience combine perfectly to drive towards the future we envision for our company. I am confident that his leadership will guide us to even greater success.”
“I am thrilled to join Zumex, a company that blends innovation with a deep commitment to delivering exceptional solutions in the juicing industry,” Sirera said. “Zumex Group is the global leader in juicing systems, with a presence in over 100 countries and the objective is to drive significant growth of the category while accelerating our market leadership in our key markets. Our portfolio today is the most consumer centric, customer solution oriented and the most cutting-edge of the sector. Still, this is only the beginning of what is possible to achieve. I am looking forward to beginning this great adventure together with the talented Zumex team and the guidance of Victor Bertolín.”
London-based private equity fund Columna Capital invested in Zumex in 2023 and also looks forward to Sirera’s contributions to the company.
“Yan’s appointment represents a significant step forward for Zumex,” said Michael Tose, partner and co-founder at Columna Capital. “His ability to scale businesses and inspire teams is exactly what the company needs to achieve its goals. We are also delighted to continue benefitting from Víctor’s deep sector experience and innovation in this next chapter of the company’s development.”