Well positioned: how Valora works.

Organisation chart
Group Executive Managment

Organisation chart of the Valora Group

The Valora Group with its registered office in Muttenz in Switzerland is the European retail unit of Fomento Económico Mexicano, S.A.B. de C.V. (FEMSA).

Members of the board of directors

Francisco Camacho Beltrán

1965, Mexican citizen, Chairman (since July 2023) and Board member (since 2022)

Chief Corporate Officer of FEMSA

Joined FEMSA: 2020. Appointed to current position: 2020. Past business experience: He served as Danone’s Executive Vice President responsible for the Dairy and Plant-based business worldwide and Vice President of Growth, Innovation and Global Clients. He served as member of the Executive Committee of Danone at Paris, France, and held various executive positions with global and regional responsibilities. Education: Holds a Computer Systems degree and an MBA from the Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM).

Carlos Arenas Cadena

1962, Mexican citizen, Board member (since 2022)

Chief Executive Officer, FEMSA Proximity Division

Joined FEMSA: 1984. Appointed to current position: 2022. Past business experience: He has held different positions since joining FEMSA in 1984. In 2001 he joined FEMSA Comercio as Strategic Planning Manager until 2007 when he was appointed as head of its Planning and Information Technology Department, then as head of the Supply Chain department for OXXO and later as head of the Commercial department of OXXO. In January 2016 he was appointed as Chief Executive Officer of OXXO México until 2022. Education: Holds a Computer Science degree from the Universidad Autónoma de Nuevo León (UANL).

Salvador Alfaro Hernández

1971, Mexican citizen, Board member (since 2022)

Chief Financial Officer, FEMSA Proximity Division

Joined FEMSA: 2017. Appointed to current position: 2021. Past business experience: Before joining FEMSA, he has held senior finance roles in PepsiCo including CFO positions in Brazil and Venezuela as well as Planning Director for PepsiCo Americas Foods based out of Purchase, NY, United States. He was also LATAM Treasury Director for PepsiCo and Business Development (M&A) Director for CEMEX. He started his career in Procter & Gamble Mexico. Education: MBA from the Massachusetts Institute of Technology (MIT) and a Business Bachelor from the Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM).

Members of Group Executive Management

The CEO is responsible for managing the Group. He coordinates the activities of the individual divisions and chairs the Group Executive Management Committee. The other members of Group Executive Management report to the CEO. The division heads manage their divisions with a view to achieving sustainably profitable performance. They define the specific management tools their divisions require in addition to the Group-wide guidelines in place.

Michael Mueller

1972, Swiss citizen
CEO Valora Group

Career highlights:
Michael Mueller joined Valora on 1 November 2012, initially as CFO of Valora Holding AG and since 1 March 2014 he has been the CEO. As Head Europe FEMSA Proximity & Health, he has also headed the European retail unit of Fomento Económico Mexicano, S.A.B. de C.V. (FEMSA) since November 2023. Michael Mueller has also been Chairman of Valora Holding AG since February 2024. In his previous roles, he was the Owner & Managing Director of Rubus Capital Management Ltd. between 2010 and 2012, CEO/Delegate and Member of the Board of Directors of Jelmoli Holding AG between 2007 and 2010 as well as CEO of GVO Asset Management Ltd. between 2007 and 2009. Before this, he was a merger & acquisitions advisor in investment banking at Goldman Sachs and he worked for Bain & Company as a strategy consultant in strategic transformation and restructuring programmes. In addition to his role at Valora, Michael Mueller is a member of the Board of Directors of SV Group since 2024.

Qualifications:
Master’s degree in Law (lic. iur. HSG) from the University of St. Gallen.

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Beat Fellmann

1964, Swiss
CFO Valora Group

Career highlights:
Beat Fellmann has been CFO of the Valora Group and a member of Group Executive Management since 1 July, 2020. Beat Fellmann has also been a member of the board of directors of Valora Holding AG since February 2024. He was previously CFO and Head Corporate Center at Implenia and a member of the Group Executive Board from 2008 to 2019 before he moved on to Exyte AG in Stuttgart as a member of the Executive Board. He began his career at the international industrial company Bühler, and in 1998 he switched to the Holcim Group. There he was responsible for all the finance and holding companies worldwide. In 2005, he was appointed deputy Group CFO. In addition to his role at Valora, he is a member of the Board of Directors of Vitra Holding AG since 2016, a member of the Board of Directors of Helvetia Holding AG since 2018 and a member of the Swiss Takeover Board since 2014.

Qualifications:
Master’s degree in Business Economics (lic. oec. HSG) from the University of St.Gallen and Swiss Certified Public Accountant.

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Sebastian Gooding

1982, German and English citizen
CEO Food Service B2B

Career highlights:
Sebastian Gooding joined Valora on 18 January 2019, initially as Managing Director of Production/B2B at the Ditsch pretzel bakery and since the first of July 2024 he has been the CEO Food Service B2B. Prior to that, he was with the Swiss convenience bakery group Aryzta, where he held various roles at Aryzta’s business units in several European countries and served as CEO of Central & Eastern Europe from 2015 to 2018. He launched his professional career in 2003 as a finance graduate at the international food manufacturer Kerry Group in Ireland.

Qualifications:
Bachelor of Arts Degree in Business & Economics from Durham University.

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Sebastian Kayser

1981, German citizen
CEO Food Service B2C

Career highlights:
Sebastian Kayser joined Valora on 1 February 2023, initially as Managing Director of Valora Food Service Germany and since the 1st of July 2024 he has been the CEO Food Service B2C. Before joining Valora, he worked for YUM! Brands, where he drove the expansion of the KFC restaurants in the DACH region and Denmark, and most recently managed KFC’s operations in these markets as its General Manager. From 2015 to 2020, he held various management positions within the REWE Group in Germany and Austria. Prior to that, he spent four years managing projects at Boston Consulting Group that were focused on growth strategies and transformation.

Qualifications:
Business Diploma from WHU Otto Beisheim School of Managemen and MBA from Lancaster University Management School.

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Roger Vogt

1977, Swiss citizen
CEO of the Retail division

Career highlights:
Roger Vogt joined Valora on 1 January 2018 as CEO Retail Switzerland and member of the extended Group Executive Management. Since 1 January 2019, he has been CEO of the Retail division and member of the Group Executive Management. From 2014, Roger Vogt was Head of Sales Region Northwestern Switzerland, Central Switzerland and Zurich at Coop. He previously managed the Central Switzerland and Zurich sales region for around four years. Before this, he had started out at Coop in 1996 as a butcher. He went on to manage various Coop sales outlets, before assuming the role of sales manager and ultimately heading up the sales area.

Qualifications:
Executive MBA at the University of Applied Sciences in Zurich (HWZ).

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