Geert joined Raffinerie Tirlemontoise, a Südzucker subsidiary, in 2001 as a marketing manager. In 2015, he joined the HQ in Mannheim and became responsible for all marketing and innovation B2C/B2B for the Sugar Division. From his close contact with customers, he learnt the need to know more about sustainable farming, which was at the basis of the decision in 2021 to start as Head of Sustainability for the Division Sugar, closely collaborating with the cooperate level. His main tasks are the implementation of the sustainability strategy, developing targets for 8 impact areas and reporting on the progress, with a close eye on the fast-changing regulatory environment.