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Lupa Foods, the UK-based importer and B2B distributor of food ingredients, has announced the promotion of Ben Pearce to the role of Commercial Director, effective immediately. The change forms part of wider Geia Group alignment initiatives, following its 2025 acquisition.
Ben has been with Lupa Foods since January 2020, having joined the business as Purchasing Director. Over the past five years, he has played a central role in shaping the company’s commercial and procurement strategy, supporting the successful merger of the Donatantonio and Compleat Food Group businesses into Lupa Foods, steering the business through the COVID-19 pandemic, and contributing to turnover growth of more than 60% achieving its best year ever in the last financial year.
More recently, Ben has been instrumental in aligning Lupa Foods with the Nordic Geia Group, following Geia’s acquisition of the business in early 2025 as an entry to the UK market. This has included supporting the integration of group-wide structures, systems and ways of working, designed to enhance collaboration, resilience and long-term value creation. Further initiatives will continue to roll out throughout 2026, with a focus on delivering increased value and consistency for customers and suppliers working with both Lupa Foods and the wider Geia Group.
In his new role as Commercial Director, Ben will take on additional responsibility for leading Lupa’s sales team, alongside oversight of the company’s end-to-end commercial strategy. He will work closely with customers, suppliers and internal teams to support sustainable growth, strengthen strategic partnerships and ensure Lupa Foods continues to meet the evolving needs of UK food manufacturers.
Ben brings more than two decades of experience in procurement and supply chain management. Prior to joining Lupa Foods, he spent eight years at Bar Foods, progressing from Purchasing Manager to Head of Purchasing & Supply Chain, before moving to Billington Food Service. His experience spans global sourcing, supplier development and managing complex international supply chains.
Commenting on his promotion, he added, “I’m incredibly proud to be stepping into the Commercial Director role at such an important stage in Lupa Foods’ journey. Taking on the additional responsibility for leading the sales team, alongside our broader commercial strategy, allows us to strengthen alignment across the Group and work even more closely with our customers and suppliers. I’m fortunate to be supported by a strong and experienced team across the business, and together I’m confident we can continue to deliver sustainable growth and long-term value.”
Manish Mandavia, CEO of Lupa Foods, added, “Ben’s promotion is thoroughly deserved and a natural progression. As an existing member of our senior leadership team, he already works closely with many of our key customers, which enables a seamless transition as he takes on responsibility for leading the sales function. Ben has also been instrumental in aligning Lupa Foods with the Geia Group following the acquisition in 2025, and his deep understanding of our business and markets makes him ideally placed to lead our commercial strategy.”
For further information about Lupa Foods or the Geia Group visit www.lupafoods.com and www.geiagroup.com
