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HB Natural Ingredients has assembled an industry renowned board of directors and management team to propel rapid growth based on a technology foundation, an integrated sustainable supply chain and a robust innovation pipeline.

Board of Directors

Chairman and President
Chunhua Li

Mr. Li is the founder of the BGG Group, which has operated globally for nearly twenty-five years, providing natural, functional ingredients used in a wide range of consumer products.

Chief of Science & Technology
Dr. Varuzhan Abelyan

Dr. Abelyan is expert in industrial enzymology and biotransformations, particularly in the areas of natural sweeteners, functional oligosaccharides and other physiologically active ingredients. He is one of the founders of PureCircle, where he served as science and technology leader and commercialized various stevia-based sweeteners using innovative technologies.


Chief Executive Officer - HB Natural Ingredients USA
Joseph Zannoni

Mr. Zannoni established the international sales and marketing platform for SPLENDA® Sucralose in South America, Australia and the Middle East. In addition to his business development roles at Johnson & Johnson, he most recently held executive operating positions at Zhucheng Haotian, BioPlus Organics and Naturz Organics.


General Manager
Justin Lyu

Mr. Lyu is skilled in natural sweetener ingredients and plant resource management, including sustainable agriculture, wild sourcing and cultivation. Previously, he was Product Manager, Licorice and Stevia for the BGG Group, where he developed ingredients for the food and flavor industries.

Independent Board Member

Juergen Nelis

Mr. Nelis is a procurement and supply chain leader. He is the Vice President Group Procurement for SGS, the world’s leading inspection, verification, testing and certification company. Previously, he was Chief Procurement Officer of Givaudan, the world’s leading flavor and fragrance company, and Vice President Procurement of Roche Pharmaceuticals.

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