Bastiaan van Asten

Bastiaan van Asten is a seasoned professional with extensive experience in the food and beverage industry, currently serving as Senior Vice President Commercial at HMSHost International since February 1995, where responsibilities include concept development, food development, quality assurance, and strategic sourcing across 19 countries. Previous roles at HMSHost include Vice President Food and Beverage and Senior Director Food and Beverage, focusing on international partnerships, sourcing, and menu innovations. In addition, Bastiaan is part of the management team at Victoria Trading Cooperatie, working towards long-term objectives. Early career experience includes serving as Store Manager at Haagen Dazs. Bastiaan holds a Master’s degree in Foodservice from Wageningen University & Research and a Bachelor’s degree in Marketing/Economics from HU University of Applied Sciences Utrecht, along with an MHS in Hospitality Management from Hotelschool Haagland/Mondriaan College.