Fresh Inset appoints Gordon Robertson as general manager, North America

Fresh Inset S.A., a global food technology company working to reduce food waste across the fresh produce and floral supply chains, on Jan. 12 announced the appointment of Gordon Robertson as general manager of Vidre+ for North America.

Headquartered in Europe, Fresh Inset was founded in 2017 by scientists from Synthex Technologies and is comprised of scientists, agronomists, engineers, packaging experts and intellectual property specialists.

Vidre+ is a patented sticker system from Fresh Inset placed inside or affixed to produce or flower packaging. Inside the package, when the humidity exceeds 85%, the sticker begins to release the active agent within three to three hours. Over the next 24 hours, the active agent is gradually released, and after 48 hours, there is no residue of the active agent.

Robertson has more than 30 years of senior leadership experience spanning sales, marketing, operations and general management across domestic and international markets. His background ranges from consumer packaged goods organizations to privately held produce companies and venture-backed biotechnology startups.

His experience includes more than two decades at Campbell Soup Company, followed by leadership roles in agriculture marketing and operations at Sun World International, biotechnology leadership positions with Apeel and Verdant Technologies, and, most recently, service as a partner at The ArchPoint Group.

As general manager of Vidre+ in North America, Robertson will oversee all aspects of the company's regional operations: strategic planning, commercial leadership, team development, operational execution and financial performance. He will be responsible for driving commercial and operational initiatives that expand Fresh Inset's customer base, deepen market penetration and maximize the impact of the company's product portfolio and application solutions across North America.

"Gordon's combination of large-scale CPG experience, deep agricultural expertise and biotechnology leadership makes him uniquely qualified to lead Fresh Inset's next phase of growth in North America," said Kris Czaplicki, co-founder and board member of Fresh Inset. "His track record of building brands, scaling operations and delivering results aligns directly with our mission to reduce food waste through innovation that is accessible to every produce and floral operation."