Barry Callebaut Appointed New Benelux Managing Director
Stefanie De Roover will oversee operations in the Benelux region to drive the company’s internal growth strategy.
Updated on Oct. 2, 2026 in People
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Barry Callebaut appointed Stefanie De Roover as its new Managing Director of the Benelux region, effective 1 September 2026. De Roover, who previously served as the firm’s Sales & Marketing Director for the region, now reports to the president for Western Europe.
Why it matters
The leadership change serves the company's objective to execute its Focus for Growth program and capture new opportunities within the Benelux market. This internal promotion signals a commitment to maintaining existing operational strategy during a period of global expansion.
Barry Callebaut generated 14.8 billion Swiss francs in revenue during the 2024/2025 fiscal year, supported by a workforce of more than 13,000 employees. The new director brings over 15 years of food industry experience to the role, having previously held management positions at Beneo.
The players
Stefanie De Roover
The new Managing Director of the Benelux region who brings over fifteen years of experience in the food industry.
Barry Callebaut
A global manufacturer of cocoa and chocolate products with more than sixty production facilities worldwide.
Alvaro Alonso
The president for Western Europe at Barry Callebaut to whom the new managing director reports.
The details
De Roover’s transition from Sales & Marketing Director to Managing Director marks a consolidation of leadership within the region. Her new mandate requires her to align local Benelux operations with the broader Focus for Growth corporate strategy. She reports directly to Alvaro Alonso, who holds responsibility for Western Europe.
Timeline
1 September 2026: De Roover officially assumed the Managing Director role.
2024/2025 fiscal year: The company reported 14.8 billion Swiss francs in revenue.
Market Landscape
This appointment follows the rollout of Barry Callebaut's Focus for Growth program, which prioritizes streamlining regional management to meet global output goals. The move mirrors industry trends where firms promote internal leadership to ensure continuity in complex international markets.
Operators in the Benelux region should monitor the rollout of the Focus for Growth program, as it may shift procurement or partnership dynamics. Regional managers should track how this leadership change impacts existing service-level agreements within the cocoa supply chain.
The takeaway
Internal appointments often signal a focus on stability and immediate execution of existing corporate mandates. Businesses looking to scale should track how regional directors transition from commercial roles into full operational oversight as a indicator of internal succession planning success.
Further reading
For more analysis on leadership shifts within the food sector, see the People section.
Source note: This article includes information reported by RetailDetail.
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