A new kind of executive role
A permanent fractional role — not a project, not a consultancy. The Asia function of your company, on a retainer basis, in the hands of someone with over twenty years of presence, relationships and technical judgment in the region.
A world that has already changed
Artificial intelligence has made information effortless. A procurement team in Europe can identify fifty suppliers in Thailand before lunch. Video calls have made the first conversation possible without a flight.
And yet — the companies that operate most effectively in Asia are not the ones with the best technology. They are the ones with the right person already there.
I work as the Asia function of two or three European companies at a time. Not as a consultant engaged when problems arise. As a senior executive on a continuative retainer — present before the failure, accountable across supply chain, commercial relationships and strategic direction.
This works in both directions. For companies that source from Asia, I am the bridge between procurement and producers — qualifying suppliers, managing quality, protecting the supply chain. For companies that want to develop Asian markets, I am the bridge between product and distribution partner — identifying channels, negotiating commercial agreements, building presence.
The AI paradox
| Layer | Tool | What it delivers — and what it cannot |
|---|---|---|
| Research | Artificial intelligence | Identifies suppliers and distributors, screens certifications, analyses markets, generates reports. Saves weeks. Cannot verify whether what it finds is real. |
| Communication | Video call | Opens conversations, aligns on strategy, maintains relationships across time zones. Cannot build the trust that in Asian business is constructed face to face, over time, through repeated personal contact. |
| Verification & trust | Asia Director | Walks the factory floor. Verifies what documentation does not show. Reads the room in a negotiation. Builds relationships through repeated personal contact. Resolves problems before they become crises. Serves as the permanent, accountable bridge between your company and Asia. |
Three areas of competence
Not separate services to be selected from a menu. The dimensions of a single ongoing engagement — active simultaneously, weighted according to the partner's priorities at any given time.
Who this partnership is for
My partners are European companies that have recognised the strategic importance of Asia and are ready to engage with it as a serious, long-term priority. The sector matters less than the mindset.
Sectors covered
This advisory practice is independent of Pureast, my food ingredient trading business. When acting as your Fractional Asia Director, I work exclusively in your interest — finding the best supplier or partner for your needs, regardless of whether that supplier is part of my own portfolio. If a situation arises where Pureast could supply what you need, I disclose it immediately and give you the choice. This honesty is the foundation of the partnership.
A first conversation, in person or by video, to understand whether the partnership makes sense for your company.