Vida: Appointment of Chief Executive Officer

 In News


 Mississauga, Canada | March 29, 2016 ~ Stefano Plati, President and Founder together with the Board of Directors (the “Board”) of Vida Fresh Air Corp. (the “Company”) are pleased to announce the appointment of Bruce Anderson as the Chief Executive Officer of the Company effective March 1, 2016.

For the past 6 months, Bruce has been working with Stef, his Team and the Board on the strategic direction and commercialization of the Company. Bruce recently travelled to Europe with Stefano and Voislav Blagojevic (Vida’s CTO) where they met and held key discussions with several global automakers as well as with a number of Tier One suppliers to the global auto industry.

“I couldn’t be happier with Bruce’s decision to join our team” said Stefano Plati. “He made all of the difference in our European meetings this month without a doubt. Our strong team just got a whole lot stronger with Bruce in the huddle – Omaha!”

Bruce is a Senior Executive with a 20 year proven record of managing international businesses for multinational corporations, re-aligning businesses goals with corporate strategy, setting and attaining business and group goals, plus leading large management teams to exceed profitability targets. Goal oriented with a strong entrepreneurial flair for driving business results to maximize profitability, through rationalization when necessary, and prudent management of people and corporate resources. In addition to strong leadership, problem solving and decision making abilities – each with an eye for the bottom-line, Bruce is well regarded by his peers as a highly effective negotiator and communicator who is both a team player and builder.

“I was intrigued when I first met Stef and as I learned more about Vida and the business opportunity” said Bruce Anderson. “Our European meetings verified for me the urgent need for Vida’s FreshStart™ technology in Europe and globally. I’m looking forward to taking a crack at that market and to working side by side with Stef and his Team to take the ball over the line.”

More About Bruce

Bruce Anderson, aged 49, was born in Zimbabwe and grew up in South Africa where he obtained a Bachelor of Accounting Science (B. Compt.) degree in 1988 followed by an Honours Bachelor of Accounting Science (Hons. B. Compt.) degree from The University of South Africa, Pretoria in 1989. Bruce was certified as a Chartered Accountant in South Africa in 1991 after training for seven years in Johannesburg with three separate South African accounting firms, Morrison Murray (CA) SA, Kessel Feinstein (CA) SA – (Grant Thornton) and Freidman Scher (CA) SA during and for two years after his university studies. Bruce joined the South Africa Revenue Service as a Senior Taxation Officer in June of 1991 where he completed his military service in August of 1993.

Following successive roles in South Africa as the Group Financial Officer at Jasco Electronics Inc., Financial Director at Fedsure Health (Pty) Ltd., CFO at Duiker Mining (Pty) Ltd. and CFO at TFMC (Pty) Ltd., Bruce was appointed in 2003 as the CFO and then President and CEO of Pasar Corporation, a copper smelter and refinery in Manila, Philippines whose majority shareholder was Glencore PLC (Glencore) , the 10th largest company in the world according to the Fortune 500 ranked by revenue immediately after Volkswagen (8th) and Toyota (9th).

For the next 12 years, Bruce worked for divisions of Glencore as the Executive General Manager. From 2006 to 2013 Bruce was the Executive General Manager of Xstrata PLC initially in Santiago, Chile and subsequently in Dubai U.A.E. From 2013 to 2015, after the merger of Xstrata PLC with Glencore PLC to form Glencore Xstrata PLC, Bruce was appointed Executive General Manager of Glencore PLC – MetOps based in Toronto where he was responsible for all of Glencore’s custom copper metallurgical plants in Canada, USA, Chile, Australia and Philippines with a total staff of over 3000 employees.

In May of 2015 Bruce was offered the opportunity to move, yet again – this time to Switzerland. He elected, instead, to resign and pursue permanent residency in Canada. That was Glencore’s loss and Vida’s gain.

Today Bruce lives in Oakville, Ontario with his wife, Beth, and their three children~ Candice, Chloe and Josh.

Please join us in welcoming Bruce and his family to our family at Vida!

Vida Fresh Air Corp. is a leading provider of innovative catalytic converter technology to the automotive industry and to motor vehicle owners and operators around the world. Vida’s patented CleanalyticTM products provide auto makers and drivers with the opportunity to make a FreshStart™ and experience improved fuel economy, engine efficiency and emissions performance simply by placing Vida’s AirFreshener™ inside their vehicle’s exhaust system. The privately held company with headquarters in Mississauga, Canada, was founded in 2008. For more information, visit or call 1-647-267-0225. 


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