Jelena Vrbaski appointed President of Puratos Canada in strategic leadership shuffle
This leadership transition is a pivotal component of the company’s broader “North American Leadership Evolution,” which aims to streamline regional operations and accelerate growth across the continent.
CANADA – Puratos Canada has announced a leadership reshuffle, naming Jelena Vrbaski as the company’s new President of Puratos Canada as part of a broader evolution of its North American leadership team.
Vrbaski, a 15‑year veteran of the company, steps into the role effective immediately, succeeding Michael Simone, who has moved into a newly created strategic position focused on the wider North American region.
The appointment reflects Puratos’s effort to strengthen regional alignment and sustain growth in one of its key markets.
As President, Vrbaski will lead Puratos Canada’s business with an emphasis on deepening customer partnerships, advancing innovation in bakery and patisserie ingredients, and enhancing operational excellence across the supply chain.
Before this appointment, she served as Vice President of Sales for Puratos Canada, where she played a key role in expanding the company’s footprint among commercial bakeries, independent artisans and food‑service clients.
Simone, who previously held the Canadian presidency, will now dedicate more time to long‑term strategic priorities, including internal scenario planning and integration‑readiness initiatives that support Puratos’ overall North American ambitions.
His new mandate is designed to help the company prepare for future opportunities while maintaining continuity for existing customers and teams on the ground.
The move sits within a wider North American leadership transition that began in 2026, when Andy (Andrew) Brimacombe, formerly President of Puratos USA, was appointed President of North American Markets, overseeing the United States, Canada, and Mexico.
By promoting an internally developed leader like Vrbaski in Canada, Puratos underlines its focus on continuity, local‑market expertise, and a long‑term growth vision for the region.
The leadership change also comes at a pivotal moment for the broader baking ingredients industry, which is navigating a complex landscape of shifting consumer preferences, rising raw material costs, and mounting pressure to deliver cleaner labels and more sustainable product formulations.
Puratos has been at the forefront of addressing these challenges, investing heavily in research and development through its global network of innovation centres, including its renowned Sourdough Library in Belgium, which documents and preserves sourdough cultures from around the world.
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