Hans van Bochove is the Head of EU Affairs for The HEINEKEN Company. Previously, he was responsible for EU public policy at The Coca-Cola Company and Coca-Cola Europacific Partners for twenty years and served in the same role for Starbucks Coffee Company’s EMEA region for four years. Hans serves as chairman of EUROPEN, the European Organization for Packaging and Environment, a role he also held from 2017 to 2023. Hans has a master’s degree in business administration from the Erasmus University Rotterdam / Rotterdam School of Management.