Crop’s, an Ooigem, Belgium-based producer and marketer of frozen private label and branded vegetables, fruit, and ready meals, has announced a leadership transition within the family-owned company as Pieter and Virginie Delbaere (pictured above at left and right) have been named co-chief executive officers.
Founded in 1977 by Michel Delbaere, who served as ceo for over 45 years, Crop’s began a new chapter in March of 2024 with the appointment of Eric Lauwers (seen in the middle of above photo) as chief executive officer. During his tenure, a new five-year strategy was developed, culminating in the Grow People Forward plan, which aims to reach significant milestones by 2028-29. With the groundwork laid, Lauwers has passed the baton to Michel’s children, whom have held leadership roles and been long-standing members of Crop’s executive committee.
“After eight years on the board of directors, I eagerly began my tenure as ceo of Crop’s,” said Lauwers. “In this period, together with the teams, we achieved critical progress in preparing the company for the future with renewed ambition, clearer positioning, and a concrete growth plan. With this foundation now in place, I feel that the natural next step is to hand over leadership to Pieter and Virginie. I wish them every success in continuing the growth trajectory and will remain available to guide and coach during this transition.”
“We are delighted to embark on this significant milestone together and to continue the family’s legacy. We want to sincerely thank Eric Lauwers for paving the way. His extensive international experience leading renowned global companies and his expertise in commercial strategies have helped set the stage for this new chapter while aligning with the validated strategy,” said Pieter Delbaere.
Virginie Delbaere added: “Our ambitions remain unchanged. We aim to bring high-quality and innovative frozen products to market that address evolving consumer trends. Together with our retail, industry, and foodservice clients, we want to pave the way for healthier and more sustainable choices, where frozen food plays a vital role. We look forward to building the future with our team of motivated employees, always with a nod to the past.”
About the Company
With an annual turnover of €600 million in fiscal year 2023-24 and customers in 62 countries, Crop’s employs approximately 2,000 people worldwide. The group operates key vegetable facilities in Belgium, France, Portugal, Spain, and Poland, and fruit facilities in Serbia, Poland, Morocco and Costa Rica, strategically located for optimal soil and climate conditions.
