Willem joined the ASC in mid-August 2021 as Senior Director Markets & Communications. He is new to the aquaculture world since he has always been in the FMCG industry. Willem began his career at Beiersdorf (Nivea) followed by some years at an advertising agency. After this, he spent 14 years in Kraft Foods (now called Mondelez) and the coffee spin-off JDE. He joins us now after having worked the last years for the German Biscuit maker Bahlsen. During his career, he has always been in international marketing and worked across the whole spectrum of marketing: trade marketing, consumer marketing, B2B, innovation management, marketing communication, and sustainability marketing. He is married and has 3 teenagers, all boys. Together with his family he lived for some years in Switzerland and worked as well in Germany, Belgium, and France. Today he lives close to Amsterdam where he enjoys playing golf, boating around Amsterdam, supporting Ajax, and traveling to other countries and cultures.