Covetrus names César França to leadership position
The long-time Nestlé S.A. executive will manage global growth for global portfolio
Covetrus, an international animal-health technology and services provider, has announced the appointment of César França as president, global proprietary brands.
França will lead the companywide development and management of Covetrus’ global proprietary brand portfolio, including the current Covetrus, Kruuse, Vi, Roadrunner Pharmacy, and Calibra brands, according to a company press release. The company will rely on his vision and expertise to develop categories, build strategic partnerships, and identify external growth opportunities.
França brings more than 25 years of leadership and experience in brand development and management, marketing, sales, business development, and general management to Covetrus.
“We’re delighted to welcome César to this new and dynamic role,” said Matt Malenfant, chief commercial officer at Covetrus, in the company’s release. “César is a positive, trusted leader with a foundational belief in the power of people and brands. He will work closely with our commercial and operations teams to ensure effectiveness and execution across all regional business units as we continue to help veterinarians drive better health and business outcomes.”
França spent the past 20 years of his career at Nestlé S.A., the world’s largest food and beverage company, with more than 2000 brands and a product presence in 186 countries. At Nestlé S.A., he held various positions, leading the development of a wide range of brands across various product categories. Throughout his career, França has redesigned portfolios, reinvigorated brands, and set strategic priorities to drive sustainability and profitability, according to Covetrus.
“I am thrilled to join the team at Covetrus and lead the development of the most desired, valued and iconic brands in the animal health industry – for both veterinarians and pet parents,” França said, in the company’s release.
Covetrus Taps César França as President, Global Proprietary Brands. News release. Covetrus. January 26, 2022. Accessed January 27, 2022. https://www.businesswire.com/news/home/20220126005183/en