Global natural healthcare company, Soho Flordis International (SFI), has appointed Robert Hendriks to the role of Group Chief Executive Officer.

SFI Health is a global, natural healthcare company that design, develop and deliver world-class solutions for complex needs in the areas of microbiome and cognitive health.

Headquartered in Australia, its retail and manufacturing footprint spans the Asia-Pacific, Europe, Middle East, South Africa, UK and USA.

A senior leader at SFI Group for more than four years, Hendriks has held the positions of General Manager Asia, General Manager EMEA, and most recently, SFI Group Chief Operating Officer. Hendriks originally started his career as a medical doctor.

SFI Group Executive Chairman Eng Liang Tan is delighted Hendriks will lead the business through its next phase of growth.

“Robert brings immense expertise and he is renowned for building and nurturing high performing, values-based teams,” Tan said.

“SFI’s mission is to empower customers to take control of their health naturally and with confidence. Robert’s unique blend of medical and natural healthcare experience expertly positions him to accelerate SFI’s growth trajectory, and to deepen our relationships with customers, partners, governments and healthcare professionals.”

Hendriks says his first strategic priority is for SFI to become a truly customer centric organisation.

“Our success will be underpinned by strengthening consumer confidence in natural healthcare, and enabling people to manage their health responsibly,” Hendriks said.

“Consumers are increasingly becoming champions of their own health, however at SFI we recognise that it’s not always in their best interest to self-diagnose. Our vision is to help consumers navigate the complex areas around health and empower them with the right information to make informed decisions. Then, once the decision is made, they need to have confidence in the products they purchase. At SFI, we’re proud of the fact that our products and services are amongst the highest quality available on the global marketplace, and together with regulators and healthcare professionals, we will continue to lead a quality agenda globally.’’

Hendriks believes that SFI’s 450 employees worldwide would ensure the organisation achieves its ambition of truly becoming customers’ natural health champion.

“We are embedding a culture and developing a customer-centric mindset, through initiatives including digital transformation and streamlining the customer experience,” he said.

“Our vision is equally bold, ambitious and exciting. And it’s inspiring to work for a purpose-led company that makes a tangible difference to societal health.”

Robert Hendriks commences his tenure effective immediately. His appointment replaces Nigel Pollard who has departed the business.