CHICAGO (Reuters) – Kraft Heinz Co’s incoming chief executive, Miguel Patricio, is indicating a change in strategy for the packaged food company that could move it away from the aggressive cost-focused culture that has been in place since the company was created in 2015.

FILE PHOTO: Commemorative items for sale are on display at the Kraft Heinz booth during the Berkshire Hathaway Annual Shareholders Meeting at the CenturyLink Center in Omaha, Nebraska, U.S. April 30, 2016. REUTERS/Ryan Henriksen

Patricio, a 52-year-old Portuguese native who will take over the helm of the world’s fifth biggest food company from July 1, said he plans to focus more on efficiency, investing in brands and growing sales organically at a company that has been reeling from a $15.4 billion writedown