A new team is set up, new executives are finalized, and “small goals” are cried out! Kraft Heinz firebrand ramps up China F&B business

# English 2024-03-22 22:40 来源：小食代

Foodinc has learned that earlier this week, Kraft Heinz announced in an email to its employees in China that a series of changes will take place in the China commercial team structure starting April 1st.

“With the announcement and implementation of Kraft Heinz's global plan for the next ten years, driving the acceleration of the F&B channel is one of the key strategic decisions for the company at this point in time, and as such, we will be setting up a F&B business team in China and appointing Fei-Yu Cheng as the head of the national Chinese F&B channel.” The company said.

At the same time, a number of related executive positions and channel management division also changed. Judging from the above email, the team structure adjustment targets Kraft Heinz China's foodservice business. The company currently operates Chinese and Western sauces businesses in China.

According to the latest appointment, Cheng Feiyu will become its national head of Chinese foodservice channel, based in Changsha. Cheng Feiyu joined Kraft Heinz in 2020 as general manager of the expansion region, according to the profile. “Over the past three years or so, he has led the Expansion Region to achieve notable growth results and has also demonstrated strong expertise in the F&B space.” The company praised.

In addition to this change, there have been other tweaks to Kraft Heinz's F&B business team structure. Little Foodie understands that the current head of key accounts and e-commerce and market development in China, Dou Zhiwei, will take over the expansion region, taking on the role of general manager of sales for the expansion region, based in Beijing.

“With the above structural adjustments, we will strengthen our drive for synergies prior to F&B and retail, as well as better land the strategy (for the next decade).” In the aforementioned email, Kraft Heinz said, “Let's continue to be steadfast in our determination to reach our ambitions and accelerate our business development in China with the determination to aspire to be extraordinary and to deliver!”