Agraya appoints Wouter Conradie as Chief Commercial Officer

03.02.2026

2 min read

Agraya GmbH, the corporate umbrella organization behind the GLOBALG.A.P. and GGN label brands, has announced the appointment of Wouter Conradie as its new Chief Commercial Officer.

Conradie joins Agraya with a mandate to strengthen the company’s growth trajectory and further advance the development of the internationally recognized GLOBALG.A.P. and GGN label brands. His role will focus on supporting Agraya’s mission to empower agriculture and aquaculture supply chains with trusted intelligence that enhances operational efficiency.

Strengthening global growth and leadership

With more than 30 years of international leadership experience, Wouter Conradie brings deep expertise in food production, agriculture, certification, and supply-chain assurance. His career spans Europe, Africa, and the Middle East, where he has consistently driven commercial growth, reinforced market positions, and built high-performing teams in complex environments. He has previously held senior commercial and technical roles at Woolworths and Westfalia Fruit and holds academic qualifications in agricultural science and business administration.

This breadth of experience aligns closely with Agraya’s ambition to deliver scalable, credible, and internationally aligned assurance solutions across global agricultural systems.

“With roots in agricultural science and his extensive experience in senior roles in farming, retail, and certification, Wouter brings a rare, end-to-end understanding of the global agrifood value chain”, commented Elmé Coetzer-Boersma, CEO of Agraya. “He will significantly strengthen Agraya’s commitment and provide the depth needed to develop reliable, forward-thinking solutions for responsible farming”.

Connecting with the industry at Fruit Logistica 2026

During Fruit Logistica 2026, Wouter Conradie will engage with producers, traders, and retailers to support Agraya’s global commercial expansion and deepen strategic industry partnerships.

“It is an exciting moment to be joining Agraya at Fruit Logistica 2026,” highlighted Conradie. “My goal is to strengthen the global impact of Agraya, GLOBALG.A.P., and the GGN label by promoting credible, scalable, and future-ready assurance solutions that promote more responsible and resilient farming practices worldwide”.