Maxima Grupė, the Vilnius-headquartered grocery retail group that operates one of the largest supermarket networks across the Baltic states and Central and Eastern Europe, has appointed Petras Jašinskas as chief financial officer, effective June 15, 2026. Jašinskas steps into the role as the company navigates a period of continued retail expansion and competitive pricing pressure across its core markets.
Jašinskas assumes the CFO post from Lauryna Šaltinė, who departs on maternity leave. The transition represents a planned succession at the finance level rather than a structural reorganization, with Maxima Grupė's broader board composition also updated in conjunction with the leadership change. No further details on board composition were disclosed in the company's filing.
Maxima Grupė operates a multi-banner grocery retail footprint spanning Lithuania, Latvia, Estonia, Poland, and Bulgaria, with the Maxima banner serving as the core fascia across its Baltic home markets. The group competes on an EDLP-oriented pricing model, leaning heavily into private label and own-brand assortment depth to defend margin and drive basket size against regional and international rivals. Store-brand penetration across Central and Eastern European grocery formats has accelerated in recent years, with operators like Maxima well-positioned to capture trade-down behavior as consumers remain price-sensitive.
For CPG suppliers active in the Baltic and CEE grocery channel, a CFO transition at a retailer of Maxima's scale carries practical implications. Finance leadership typically oversees trade terms architecture, including slotting structures, MCB programs, and promotional funding frameworks such as TPR calendars. Supplier partners tracking ACV exposure across the region will be monitoring whether the incoming CFO signals any recalibration of commercial terms or planogram investment priorities during upcoming line review cycles.
The appointment arrives as European grocery retail broadly contends with persistent input cost inflation, evolving shrink dynamics, and a renewed focus on own-brand velocity as a lever for EBITDA recovery. Maxima's scale — with thousands of doors across five countries — gives its finance office meaningful leverage in shaping category economics for both national brands and private label suppliers operating in the region. Industry observers tracking grocery retail leadership moves will note that CFO continuity at large-format operators tends to signal strategic stability even amid near-term personnel change.
No financial guidance, sales figures, or updated distribution metrics were included in the company's official disclosure. Suppliers and trade partners seeking clarity on near-term commercial priorities are expected to engage Maxima's category management and buying teams directly through established category management channels as Jašinskas settles into the role.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.