Precision irrigation company names new North America division leader

Irrigation solutions company Netafim, the precision agriculture arm of Orbia Advance Corp., has named a company veteran as its new senior vice president for North America.

Melissa Lilze, who has been with Orbia Netafim since 2016, succeeds Mike Hemman in the role. Lilze, who began her career with the company as a sales representative, most recently served as senior director of sales for North America.

“I’m excited to take on this role and lead our next chapter of growth for Netafim North America,” Lilze said in a news release. “Our focus for the coming years is clear: deliver smarter irrigation solutions that empower growers, strengthen partnerships, and drive sustainable impact. My approach starts with listening — to our customers, our teams, and the land — because that’s where real innovation begins.

“Together, we’ll accelerate progress, create value across the supply chain, and ensure agriculture and specialty markets thrive for generations to come.”

Founded in 1965, Netafim provides precision irrigation methods to help improve water and nitrogen use compared to other irrigation techniques. By delivering water and nutrients directly to the potato root zone, Netafim’s solutions promote root development and reduce the risk of disease.

In February, Netafim launched its Hybrid Dripline system featuring a built-in outlet. The technology combines the benefits of integral and on-line dripper systems into a leak-free and clog-resistant solution that helps eliminate labor-intensive tasks.

Lilze has nearly two decades of experience in ag tech.

“Melissa’s appointment marks an exciting milestone for Orbia Netafim,” said Gaby Miodownik, executive vice president and Netafim president. “Melissa embodies the values and culture we have cultivated over many years of industry leadership. This, combined with her deep industry knowledge, commercial excellence, and people-first approach, makes her the ideal fit to lead our North America business, which is a key growth market for Orbia Netafim.”

Lilze is the first woman to lead the North America division, according to the company.