Sigma Moves Better Balance Executive Leonardo González into Europe Director Role

发布于 2026-06-26 09:12:05 评论(0) 阅读(15)

Sigma has appointed Leonardo González as director of Better Balance in Europe, placing a long-time internal executive in charge of the group’s plant-based brand in the region.

The company said González succeeds Florencio García, who has moved into the role of ventures director at Sigma.

Internal appointment for European role

González has worked on Better Balance across multiple markets, with responsibilities spanning Europe, the United States, and Latin America. According to Sigma, his work has included brand development, commercial positioning, and business expansion for the plant-based business.

Sigma Moves Better Balance Executive Leonardo González into Europe Director Role — © Better Balance

Brand expansion across markets

In Europe, Better Balance has been active in both product development and consumer marketing over the past year. The company introduced new plant-based sliced products and updated parts of its existing range in 2025, while more recently shifting its Spanish advertising away from sustainability-led messaging in favour of convenience, taste, and nutrition.

Sigma described González as having a background in commercial strategy, business development, and international expansion within the food and consumer goods sectors. He holds a law degree from the Central University of Venezuela, postgraduate qualifications in international trade and international economics from Carlos III University of Madrid and Birkbeck, University of London, and an MBA from ESIC Business & Marketing School.

In a statement, González said, “I am very excited to take on this new challenge at Better Balance at such a crucial time for the evolution of the food market, especially in the plant-based protein alternatives category. We will continue working to strengthen our offering and respond to the real needs of consumers.”

Organisations and brands:

Better Balance

Sigma Alimentos

More news from the region:

Europe

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