Agrifirm’s CEO, Piet Hilarides, discusses market share challenges

Agrifirm faces a tough challenge in gaining market share within a shrinking market. This is the key issue confronting CEO Piet Hilarides. Since December, Hilarides has been leading the cooperative, and his internal message is clear: “We need to enter the market with a more positively aggressive approach to gain market share.” PROFILE: Piet Hilarides has been the CEO of Agrifirm since December 1, 2024. Prior to that, he was the CEO of Baladna, a publicly listed dairy company in Qatar. His