Who are Apeel's decision-makers?
Apeel's decision-makers include Luiz Beling, James Rogers, and leaders across product, engineering, operations, finance, and GTM.
- CEO
- Luiz Beling
- CTO/key exec
- James Rogers
- Founded
- 2012
- Employees
- ~130-500 reported depending source
- HQ
- Goleta, CA
- Notable
- Plant-based protection for produce
- Luiz BelingChief Executive OfficerCEO since 2024Appointed after leading major agribusiness operations; owns current operating reset.
- James RogersFounder & Board memberFounder, since 2012Invented Apeel’s core shelf-life extension thesis and remains on the board.
- Jenny DuCompany spokesperson / leadership signalPublic 2025 signalAddressed misinformation and product-safety messaging in trade coverage.
- R&D and supply-chain leadershipScience and operationsCurrent leadership functionOwns formulation, produce programs, and retailer/supplier execution.
Who leads Apeel?
Luiz Beling is the primary CEO/founder leadership signal. James Rogers is the primary technical or key-executive signal. The leadership structure reflects the company’s stage and category rather than a broad public-company executive roster.
Who actually makes buying decisions at Apeel?
Buying decisions are likely shared across executive leadership, product/engineering, finance, security, operations, and customer-facing teams. Anything touching mission-critical workflows will require domain-specific technical review.
How is Apeel organized as it scales?
As Apeel scales, the organization is structured around product delivery, customer adoption, infrastructure or operations, and category-specific expertise. Vendors should expect more formal procurement as funding and customer scale increase.
As of June 2026.Sources:Pacific Coast Business Times CEO transitionApeel
Apeel — frequently asked questions
