Western Grocer Serving the industry since 1916
Mississauga, ON – April 20, 2026 – Puratos has announced a leadership transition designed to strengthen regional alignment and support its next phase of growth. Jelena Vrbaski has been appointed President of Puratos Canada, effective immediately, while Michael Simone has assumed a newly created strategic role focusing on the broader North American region.
“Michael’s leadership has been instrumental in building a strong, growth-oriented Canadian business,” said Andrew Brimacombe, President, North American Markets. “In his new role, Michael will dedicate more time to long-term strategic priorities, including contributing to internal scenario planning and integration readiness efforts that help Puratos prepare for potential future opportunities in North America. At the same time, we are pleased to see Jelena step into the presidency and continue advancing our momentum in Canada.”
During Michael’s tenure in Canada, Puratos delivered sustained growth through organic expansion and strategic acquisitions while deepening its innovation and talent capabilities. Key milestones included the opening of innovation centres in Fraser Valley and Montréal and the launch of the Canadian Bakery School.
As President, Jelena will lead the Canadian business with a focus on further deepening customer partnerships, advancing innovation, and strengthening operational excellence. A 15-year Puratos veteran, she most recently served as Vice President of Sales for Puratos Canada.
“Jelena brings deep expertise in the Canadian market and a strong track record of leadership,” added Brimacombe. “Her appointment ensures continuity for our customers and teams while positioning Puratos Canada for continued success.”
About Puratos
Puratos is an international group offering a full range of innovative food ingredients and services for the bakery, patisserie, and chocolate sectors. Serving artisans, retailers, industrial, and foodservice companies in more than 100 countries, Puratos was founded in Belgium in 1919. Guided by the belief that food has extraordinary power in people’s lives, Puratos helps customers succeed by turning global food cultures, technology, and experience into new opportunities that advance health and well-being worldwide.
For more information, visit puratos.ca/en.
