PureCircle has appointed Jordi Ferre as its new general manager (US) in a bid to drive its global market expansion.
Formerly sales and marketing vice president of Tate & Lyle, responsible for the group’s Splenda Sucralose division worldwide, Jordi Ferre will be GM of PureCircle USA.
He'll be responsible for spearheading the commercial development of Reb A in the US, where the natural sweetener has recently received GRAS (Generally Recognised as Safe) status as an ingredient in mainstream food and beverage production.
“We're delighted that Jordi is joining PureCircle,” said Magomet Malsagov, CEO of PureCircle. “The fact that we're able to attract someone of his calibre to spearhead our growth in the US highlights the size of the market opportunity and the recognition that PureCircle has already secured as the clear leader in our fast-growing market.”