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Willem Fijten

Willem Fijten

Aviko

Born in Colombia in 1976, Willem Fijten is the Innovation Director and a Commercial Board member at AVIKO, Europe’s leading branded potato business and a global potato product manufacturer. He leads international, cross‑functional teams shaping innovation strategy and delivering new products, technologies, and concepts across multiple channels and regions. Willem began his career as a chef, holding senior culinary roles across multiple countries in Europe. He is an award‑winning culinary professional and brings a strong food and consumer-first mindset to innovation leadership. With senior innovation roles at Mars Food and Nomad Foods Europe, in the past 20 years, Willem combines focus on culinary expertise, consumer insight, commercial and innovation strategy. He is a frequent speaker on food innovation tables, product development, and translating consumer trends into scalable business impact.

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