Jelena Vrbaski named president of Puratos Canada

Bakery ingredients manufacturer Puratos has elevated Jelena Vrbaski to president of Puratos Canada.

Vrbaski, a 15-year Puratos veteran who most recently served as VP of sales, succeeds Michael Simone. Simone will assume a newly created position 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 a press release. “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.” 

As President, Vrbaski will lead the Canadian business with a focus on deepening customer  partnerships, advancing innovation and strengthening operational excellence. 

“Jelena brings deep expertise in the Canadian market and a strong track record of leadership,” Brimacombe added. “Her appointment ensures continuity for our customers and teams while positioning  Puratos Canada for continued success.”