Sigma Moves Better Balance Executive Leonardo González into Europe Director Role

Sigma has appointed Leonardo González as the new director of Better Balance in Europe, taking over from Florencio García who has moved into a new role within the company. González, who has extensive experience working with Better Balance across various markets, will be responsible for brand development, commercial positioning, and business expansion for the plant-based brand in the region. Throughout the past year, Better Balance has been active in product development and consumer marketing in Europe, introducing new plant-based sliced products and updating its existing range while shifting its advertising focus.

González brings a wealth of experience in commercial strategy, business development, and international expansion within the food and consumer goods sectors to his new role. With a strong educational background, including a law degree and postgraduate qualifications in international trade and economics, González is looking forward to taking on this new challenge. He expressed excitement for the opportunity to contribute to the evolving food market, particularly within the plant-based protein alternatives category, by strengthening the brand offering and addressing consumer needs.