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Retail

Lenta Executive Joins European Marketing Distribution Board

Russian retailer Lenta has announced the appointment of its sourcing and procurement director, Jaap van Vreden, to the board of buying group European Marketing Distribution (EMD).

The board membership will provide Lenta the opportunity to avail more benefits from contracts sourced by the alliance’s negotiations, including those with producers of high-end brands.

It will also allow the retail giant to expand its range of affordable, quality products.

'Fruitful Results'

Commenting on the appointment, Lenta’s chief executive officer, Herman Tinga, said, "As the member and shareholder of EMD since 2017, we have enjoyed fruitful results of our cooperation in terms of Lenta unique customer proposition and development of best in class private-label ranges."

"I believe, both Lenta and EMD will extract additional advantages from this new stage of partnership for the benefit of the Russian consumers," he added.

Van Vreden will be responsible for developing Lenta's business strategy and securing favourable deals for the company.

EMD's managing director, Philippe Gruyters, welcomed van Vreden to the board and said, "With his extensive expertise in procurement, buying, and marketing, Jaap will definitely bring invaluable knowledge and synergy opportunities for EMD and Lenta."

Purchasing activities within EMD will open an extra sales channel for Russian suppliers of Lenta’s private-label products to the European market, the retail giant said.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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