People,
shaping
growth.
Whether in regional market management, sales, or breeding: Behind the success of KWS are people who take responsibility and actively shape progress. Three profiles showcase employees with very different paths. What they have in common is curiosity, dedication, and the will to grow professionally at KWS. Their stories are representative of the many people who shape KWS day in and day out.
As a manager, I stand for clarity, responsibility, and an environment in which people feel supported and can grow.
Sofia Guendel Bueno |
Head of Nordics
Taking on responsibility early and advancing quickly – that’s the path Sofia Guendel Bueno has consistently followed at KWS. In 2021, she was one of the first to successfully complete the KWS Global Graduate Program. Today, she shares her experiences as an alumna and project coach with new graduates.
After her time as project manager in the Sugarbeet Business Unit, Sofia took on the role of Head of Nordics at the start of 2026, assuming responsibility for Sweden, Finland, and Norway. For the Costa Rican native, this is the next step in her career.
In this role, she oversees the business in the Nordic markets, from its strategic direction to operational implementation with her team. She describes the “Nordics” as highly professional, relationship-driven markets in which strong products and sound expertise are in demand. The relatively small team size enables Sofia to work closely with her colleagues in day-to-day work.
Vladimir Radoev |
Sales Representative, Bulgaria
Vladimir Radoev has been part of the KWS Bulgaria team since 2006, which makes him one of the people who have helped shape the local subsidiary from the beginning. Initially, the portfolio consisted of just three corn hybrids and one sunflower hybrid, and the early days were marked by frequent travel, seminars, and field days. The goal was to establish KWS in the market.
Today, Vladimir sees Bulgarian agriculture as highly professionalized and characterized by modern technologies and high efficiency. It makes him proud to know that KWS has supported this transformation with innovation and know-how. “We have helped many customers grow from small farms into large operations and create real value.”
Vladimir draws his motivation from his family, nature, his work, and his close contact with his customers. With many farmers from his home region, the 54-year-old maintains close and trusting working relationships built over decades.
It’s important to me to act reliably and fairly.
My story shows that you can start again from nothing and still build something meaningful without losing sight of your own direction and values.
Hada Cehic |
Trial Manager, Italy
When Hada Cehic started working at KWS in Monselice in 2008, everything was new to her: the country, the language, the culture, and the work. She came to Italy from Bosnia with her family, without speaking any Italian, and started at KWS as a seasonal worker in the corn breeding program. This jumping in at the deep end marked the start of a new chapter in her life.
Gradually, Hada took on more responsibility for conducting trials and was eventually hired on a permanent basis. At the same time, she took care of her family, helped her children with their schoolwork, learned Italian and English, and took evening classes to earn a degree in office management.
Today, she coordinates breeding and field trials, and works closely with the seasonal workers involved. Her own experience comes in useful for that. It fills her with pride that her work contributes to research and hence the future of agriculture.
Perfect career start
Our Graduate Program
The KWS Global Graduate Program is a two-year accelerated development journey for talented graduates across three tracks: Business, Innovation, and Data Science. Through four cross-functional rotations, impactful projects, international exposure, mentoring, and a structured learning journey focused on leadership, project management, and strategic thinking, KWS graduates build the skills, network, and experience to shape their future careers at KWS.
