Alex Hoogers

Alex Hoogers is Sales Manager Food & Beverages at Friesland Campina I have more than 12 year experience in Export Sales & Account Management. I have worked in the Middle East & Africa as an Export Manager, trading commodities with local distributors and agents. I travelled through Europe as an international key account manager, building trust & business with the key infant food nutrition producers. I have sold creamers & foamers into the world of Food & Beverages on the European Market. From these experiences I have learned that you always have to have your basics in place. A good understanding of the needs & trends in your focus markets, a solution that fits the need of your customer(s) (or is at least appealing to him/her) ánd a competitive edge to your competition. Only then you can start working on a trustful relationship with your clients, so business can flourish. Managing this process from beginning to end is what makes my heart tick!

Skills and field of expertise

  • (International) Sales
  • Account management
  • Export management


Sparring partner for challenges in the commercial arena, focusing on building relationships from trust. Pragmatic support in sales strategy, sales planning & approach, account management, stakeholder management, negotiating & building value propositions. Thinking outside in, understanding that people mainly do business with people they know, like & trust.

Personal quote

People do business with people they know, like & trust

Alex Hoogers

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