Advanta Seeds announced new leadership appointments for North America

Advanta Seeds recently announced new North American leadership positions for Ben Adams and Barry Lubbers.

The expansion of the company’s sales team is a result of rapid growth in the North American Division. Effective March 1, Ben Adams will serve as the Director of Sales for the United States. Barry Lubbers will transition from director of sales to Director of Corporate Accounts and Licensing for North America.

Adams joins Advanta Seeds – North America following more than a decade of service on the company’s Executive Management Team for the Australian Division. In his new appointment Adams will be responsible for planning and implementing long- and short-range sales programs targeting existing and new markets.

Adams will lead channel management, customer service and stakeholder relations. He will also be responsible for strategic sales planning and forecasting through the management of sales teams.
As the director of corporate accounts and licensing, Lubbers will be driving the growth and management of sales and licensing through private label business and corporate partnerships. He will actively resource licensing opportunities in new areas complimentary to the Advanta Seeds brand.

Lubbers is responsible for developing and executing strategic objectives and will ensure alignment between Advanta Seeds and its licensees. He will cultivate internal and external relationships, building brand equity through strategic partnerships.

Adams and Lubbers will report to Steve Ligon, Business Director – North America.

“Ben and Barry have made significant contributions to the Advanta Seeds leadership team that have promoted steady growth for the brand in North American and Australian markets,” Ligon said. “Their enhanced roles in our North American Division will allow for better management of both our branded and licensed products and allow us to increase both business lines in strategic markets and through stronger corporate partnerships.”