Haifa Insights: Bridging Continents – A Conversation on Leadership and Agribusiness
In this episode of Haifa Insights, we bring together two dynamic leaders from opposite sides of the globe for an inspiring conversation on female leadership, corporate values, and the future of agriculture.
Nathabhat (Aum) Soontornpalin, Asia & Pacific Managing Director, and
Giuliana Feldman, Managing Director – Haifa Brazil,
met in Israel to share their unique experiences, regional perspectives, and common goals.
Global Reach, Shared Values
Despite managing vastly different territories—Giuliana Feldman leading Haifa Brazil from São Paulo, and Nathabhat (Aum) Soontornpalin overseeing the Asia & Pacific region from Bangkok—both leaders discovered they face similar challenges and are driven by shared motivations.
Why Haifa?
Giuliana was drawn to the company’s horizontal management style, which empowers employees and promotes female leadership.
For Aum, who joined Haifa after 22 years in the seed industry, the decision was driven by the company’s strong values—values she found are genuinely lived by the team, not just written on a wall.
Navigating Leadership Challenges
Both speakers opened up about their journeys as women in the agribusiness sector.
- Building Trust: Aum shared her experience of stepping into a leadership role in her 30s while managing experienced, non-Thai male teams. She emphasized that professionalism and resilience were key to gaining trust.
- Performance Over Gender: Giuliana echoed this sentiment, noting that overcoming challenges is not only about gender or culture, but about demonstrating value, experience, and performance to build a cohesive team.
- Leading vs. Managing: A pivotal moment for both leaders was the transition from managing tasks to leading people—a shift focused on inspiring teams, fostering development, and working toward shared goals rather than simply controlling output.
The Future of Agribusiness
The conversation turned to the critical responsibilities facing the industry today.
- Feeding the World: A central challenge highlighted was feeding a growing global population with high-quality food while remaining environmentally responsible.
- Sustainability & Innovation: Aum emphasized the need for a holistic “agri-society” approach, in which private companies, governments, and NGOs collaborate to improve Nutrient Use Efficiency (NUE).
Giuliana reinforced this perspective, referencing Haifa’s slogan “Pioneering the Future” and the company’s 60-year commitment to innovation and reducing its carbon footprint.
Looking Ahead to 2026
Both leaders expressed strong optimism for the year ahead. With clear strategies, a focus on high-value crops, and trust-based teams, they are well positioned to navigate market challenges and continue driving growth in their respective regions.
