Finnish bakery group Vaasan & Vaasan has announced plans to reorganise its business into a segment-driven organisation.

Currently, Vaasan & Vaasan’s business is divided into regional units. However, from the beginning of January next year it will be split into fresh bakery products, bake-off products and crisp bread divisions.

“We are now moving into the next development phase in our operations,” Vaasan CEO Kalle Tanhuanpää said.

“With this change we will capitalise on growth possibilities, when we better utilise synergies, competencies and best practices of each unit in different countries for the benefit of the whole company. At the same time this change enhances our possibilities to be an even better partner to our customers than before,” he continued.
Ants Promann, currently director of the Baltic Region, has been appointed director of fresh bakery products; Lenita Ingelin, currently Vaasan director, will head up the bake-off unit; Juri Jolkkonen, currently marketing director of the Finnish operations, will serve as director of crisp bread operations; and Vesa Moisio, who currently in charge of Finnish operations, will take over as director, steering & control and purchasing.

With net sales of around EUR420m (US544.43m) per annum, Vaasan & Vaasan is one of the largest bakery companies in Northern Europe. It has operations in Finland, Estonia, Latvia, Lithuania, Sweden and Norway.