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  • Javier De La Viuda, former Diageo’s General Manager for Peru, Ecuador and Bolivia, will lead the team as the new Global Director for Operations.
  • José Manuel Campos, former GB Foods’ Factory Director and Operations Business Partner for B2B, has been recruited for the position of Industrial Director; Gerardo Novo, former Director of Supply Chain Iberia at Hill’s Pet Nutrition Colgate Palmolive, as the new Director for Supply Chain; and Eduardo Sancho, former Global Director for Health, Safety and Environment at PepsiCo, as the new Director for Safety, Health and Environment of the agri-food multinational company.

Madrid, November 14th, 2019. Cerealto Siro Foods, the agri-food multinational company, reaffirms its bet for Javier De La Viuda as the new Global Director for Operations.

De La Viuda,has over 20 years’ experience in key positions in Operations and Business Management in relevant multinational companies such as Procter & Gamble, PepsiCo or Diageo. De La Viuda has held the positions of VP Supply Chain at Diageo, leading the operations throughout the entire supply chain of one of the five key business units and, more recently, the position of General Manager for Peru, Ecuador and Bolivia.

Likewise, Cerealto Siro reinforces other key positions in the team, specifically the Industrial, Supply Chain and Safety, Health and Environment directions.

José Manuel Campos, new Industrial Director, has over 20 years’ experience in Senior positions in the Operations, Quality, Projects and Innovation areas, in food companies such as Verdifresh or GBfoods. More recently, he was the Operations Business Partner for B2B and Factory Director at GBfoods, leading the implementation of Lean Manufacturing systems and continuous improvement processes.

Gerardo Novo, new Director for Supply Chain, has over 15 years’ experience in Operations and Supply Chain in companies like L’Oreal or Colgate Palmolive, holding key positions in the redefinition of the logistic areas, its processes and tools. More recently, he was Director for Supply Chain Iberia at Hill’s Pet Nutrition Colgate Palmolive, where he implemented new distribution models for B2B and B2C.

Eduardo Sancho,  new Director for Safety, Health and Environment, has over 20 years’ experience in senior positions in Quality, Health, Safety and Environment in big multinational companies like PepsiCo, or more recently Ferrovial, where he held the position of Director for Health, Safety and Wellbeing, leading the integration of the Health and Safety area within the business structure, as well as the implementation of accelerated innovation strategies to reduce work-related accidents, with a focus on new technologies and predictive modelling of behaviour.


CEREALTO SIRO FOODS, resulting from the merger of Siro and Cerealto, is a multinational company that manufactures cereal based products, supplying retailers and food branded companies.

The Group registered a turnover of more than €600m in 2018, has a team of 4.800 people and a production volume of more than 400,000 tonnes annually in 16 manufacturing facilities located in Spain, Portugal, Italy, United Kingdom and Mexico, supported by a commercial team in the United States of America.

With an accumulated investment in 2018 of over €13m in product innovation, its business model is focused on the consumer, the quality, product and process innovation and operational excellence. It also has a great commitment towards the development of the communities in which it operates and the integration of people at risk of social exclusion, which currently stands at 11% of the workforce.

For more information, please contact:

Ana Carolina Bustamante,

Corporate Communication Manager at Cerealto Siro Foods