New CEO for Priva

Priva has reinforced the continuity of its strategic direction with several top-level appointments. Following the formation of a new board for Priva in 2023, Meiny Prins will assume the role of Executive Chairman effective immediately. Together with CFO Thomas Lundell, she will form the Board of the Priva Group. Hans Peters, previously Vice President of Horticulture, has been appointed as the new CEO of Priva, taking over daily responsibilities from Meiny Prins.


Meiny Prins, Executive Chairman of Priva Group: "This year marks the 65th anniversary of Priva, and I am delighted to see that our family business has remained authentic and resilient throughout the years. Our mission and refined strategy are rock solid. We are ready for the next phase of growth. In my role as Executive Chairman, I will focus on the strategic investment portfolio, the Group's innovation agenda, and thought leadership. With the appointment of Hans Peters as CEO, we strengthen our leading position in Priva's markets together with our customers and key partners."

Hans Peters, CEO Priva: ""I am impressed by the intrinsic drive, sector knowledge, and expertise of my Priva colleagues worldwide where stewardship and sustainability are deeply woven into our DNA and culture at every level within the company. In my new role as CEO, I look forward to working with Meiny, Priva colleagues, and external partners to fulfill and exceed our customers' expectations as 'The Experts' Choice' every day."

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