We are excited to welcome new Area Sales Managers to the Petersime team: Harvey, Area Sales Manager for Brazil, Han, Area Sales Manager for Africa and Charly, Area Sales Manager for the Middle East. They each bring invaluable perspectives and expertise to our organization, united by a shared goal: fostering strong and enduring partnerships within the poultry industry.
From diverse backgrounds to a common drive for sales success
Ask Harvey Machado de Souza how he began his career in sales, and he will explain that it developed unexpectedly. “During my time as a technical coordinator in the animal health business, I was always driven to excel in my field. I dedicated myself to continuous learning − studying extensively, attending many congresses and gaining invaluable insights from experienced colleagues,” he says. “Then one day, I was invited to join a sales team, and I saw an opportunity to broaden my horizons and grow my skills. Turns out, I love it.”
Harvey, a veterinarian by education, spent over two decades in animal health and poultry production. Moving into sales was a natural step for him, as it allows him to combine his veterinary and technical expertise with a passion for helping customers.
For Han Desmedt, the path to sales was more instinctive than intentional. “It was never a conscious choice, but it always made sense,” he explains. “I like working with people and understanding their realities and needs. Every customer interaction is different and unique. You must read the person in front of you and adapt. That’s what makes it exciting.”
With a background in international trade, Han built his career as a commodity trader in steel, working with suppliers from China and Turkey and managing sales across West Africa. Having lived in Benin, he developed a strong affinity for the African market, appreciating both its diversity and opportunities. His expertise in consultative sales now helps him navigate the complexities of the hatchery industry with confidence.
Charly Mouawad believes that sales is in his blood. “For me, it’s the best job in the world,” he says. “I love negotiating but at the same time I am dedicated to understanding customers’ needs. For me, sales is about more than just closing deals,” he says. “It’s about truly listening to people, identifying their challenges and providing solutions that make a difference in their lives. There’s a sense of fulfilment and pride in knowing that I’ve helped someone with the right solution.”
With over 13 years of experience across international markets, including Europe, the Middle East, North Africa, and the Gulf Cooperation Council region, Charly’s expertise in business development has enabled him to drive growth and innovation across various sectors. Throughout his career, he focused on strategic market expansion, consultative sales and building long-term client relationships. His strong understanding of Middle Eastern culture helps him build personal connections with customers, delivering solutions that meet their specific needs.
Three different paths, one destination
For each of them, the journey to Petersime was unexpected, yet it turned out to be the opportunity they were looking for.
Harvey was introduced to the company through a consultant friend. “I started researching Petersime and realized it was an incredible place to work. A place where you meet people from all over the world and work with cutting-edge technology.”
For Han, the connection came by chance. He had been running a project in Benin, helping rural rice farmers, when one of them asked for an incubator. “In my search, I came across Petersime. I wasn’t looking for a new job at the time, but a few months later, I saw the vacancy on LinkedIn. The more I learned about the company, the more I knew this was the right place for me.”
Charly, on the other hand, had been interested in Petersime for some time, knowing Petersime’s reputation as a global leader in incubation and hatchery solutions, coupled with its commitment to innovation and continuous improvement. “I knew this was the kind of international company I definitely wanted to work for. When the opportunity came up, the timing was just right, and here I am.”
A strong foundation
Starting at a new company is always a mix of excitement and adjustment, but the onboarding at Petersime made a strong impression on all of them.
“The onboarding process was very structured, well-organized and full of valuable sessions. We had in-depth product training, covering all aspects of the business. In a short time, we absorbed a huge amount of information, and it really gave us a strong foundation for what’s ahead. Of course, we’ll keep learning every day, but this onboarding has set us up for success. Honestly, even by Belgian standards, it’s outstanding,” shares Han.
Committed to long-term success
They are all focused on continuously improving their skills and providing exceptional customer experiences at Petersime.
Harvey’s primary goal is to become a trusted reference in his area. “I want to be the first call for our customers, and a point of reference for both new and experienced professionals in our industry,” he says.
For Han, his main focus is on learning from the extensive knowledge within Petersime and applying that to the region he serves. “There’s the commercial side, meeting sales targets and selling machines and software,” he says. “But on a deeper level, I’m committed to absorbing the expertise we have in-house and using that to drive success in my region.” Han believes that consistent effort and energy are key to achieving results: “I truly believe input equals output.”
Charly is keen to build on his existing experience by gaining a deeper understanding of the poultry industry. “While I have solid experience in business development, I aim to excel in the specialized aspects of the poultry industry to serve our customers and grow within this sector.”
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