As an International Sales Manager responsible for the Balkans and East Asia, my role goes far beyond sales.
I work at the intersection of business development, commercial strategy, and market execution. A big part of my job is connecting product innovation with real market needs and turning those opportunities into sustainable growth.
Mid-June is always a busy and important period. We are closing the current sales season while already preparing for the next one. That means combining strategic planning with hands-on execution in the field. Here’s a look at one of those weeks.
Sunday – Starting from the product
The week starts early in the tomato demo greenhouse in Mivtahim, Israel, managed by Tomato Product Manager Dror Peled.
In one place, we can see the full picture: dozens of commercial varieties, new introductions, pipeline materials & competitor benchmarks. Walking through the greenhouse helps translate product performance into market potential.
For me, this is where the week really begins. It is about looking closely at what works, what stands out & what has the potential to succeed in my regions.
Monday – Connecting breeding and market needs
On Monday, the day starts with a visit to the breeding greenhouse together with Pink Tomato Breeder Liron Ezra.
In addition to the successful line of pink tomatoes that we already sell in the Balkans, we continue cultivating new varieties that meet the changing needs of the market. Therefore, we review pink tomato varieties for future markets, focusing on the characteristics that really matter: taste, texture, size & resistance. Liron also shares insights from her recent visit to Albania, helping connect breeding decisions with real market expectations.
Later, I continue the day at the office, working on pricing, managing orders, and preparing for upcoming field activities in the Balkans for the upcoming weeks.
In the afternoon, I spend some time with my family before quickly shifting into travel mode.
By the evening, I am at the airport. A few hours later, I land in Bucharest, ready to move from planning to action.
Tuesday – Straight into the field
The next morning, I meet with our distributor team at Adriprodcom: Adrian Antocha, General Manager, and Cristina from Marketing. I am also joined by our Regional PD Manager Milan Zijuković.
Together, we drive to Matca, one of Romania’s key growing areas. With Costel, the local sales representative, we prepare for the growers’ event by organising plants, selecting fruits & reviewing the key varieties we want to present.
We also visit growers to evaluate real-field performance and gather direct, hands-on feedback. These field moments are extremely valuable because they show how varieties perform in practice and how growers experience them under their own conditions.
Wednesday – Meeting growers and sharing insights
Wednesday is the highlight of the week: the growers’ event. Dozens of growers, agro-shop owners, and industry professionals attend, together with local authorities. The discussions are open, practical & directly connected to the challenges & opportunities in the market.
There is strong interest in several varieties and pipeline materials, including Lacerta 657, Mclaren, Manitella, Irinos with ToBRFV-IR resistance.
Hearing feedback from growers who are already working with these varieties is especially valuable. It gives us a clearer understanding of how our products are perceived, where they bring value, and where we still have opportunities to improve or further develop our positioning.
At the same time, I join a Teams call on an innovation project led by Oranit Haim, Global Head of Innovation. It reflects the parallel nature of my role: constantly moving between the field, the market & strategic development.
Thursday – Deep in the market
Thursday starts with Virgil Mirea, PD of our distributor in Romania, reviewing more than 40 varieties in different advancements stages and discussing future direction.
We then continue to Colibași, where we meet distributors, visit growers, evaluate cucumber projects, and visit packing houses. These visits help connect the different parts of the chain and give a broader view of how our varieties perform from production to market.
We also see the first steps of tomato variety IRINOS entering the market, which is an important milestone. Moments like this show how long-term product development begins to translate into commercial reality.
By the evening, I am back at the airport, flying home to Israel after several productive & fruitful days in the field.
Friday – A moment to pause
After an intensive week, Friday is about family.
My youngest daughter has her kindergarten graduation, an important reminder of balance. After days of travel, meetings, field visits, and market discussions, moments like this help put everything into perspective.
Turning complexity into growth
This week reflects the true nature of my role. It is about connecting product development with market needs, strategy with execution, and people with opportunities.
International sales require fast decisions, strong relationships, and constant movement between planning and action. Every greenhouse visit, grower conversation, distributor meeting & market discussion adds another piece to the bigger picture.
For me, commercial leadership in international markets is not just about selling. It is about connecting innovation, people, and markets, and turning that into sustainable business growth.
