Rogier Smeets joins Tropicana Brands Group as CEO of European business

US – Tropicana Brands Group, a portfolio company of PAI Partners and PepsiCo, has appointed Rogier Smeets as CEO of its European business, effective June 13, 2022.

Smeets had previously held several leadership positions between 2018-2022 at Upfield including being the President, of the European region.

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Prior to Upfield, he worked at Unilever from 2004 to 2018, in various marketing and commercial functions across Europe, the US, and Asia.

Smeets said: “I’m energized to take on the role of leading Europe for Tropicana Brands Group. As someone who’s helped carve out a business before, I know how much potential comes with the chance to be singularly focused on one category and drive for growth.”

This appointment comes as the newly formed joint venture between PAI Partners and PepsiCo continues to build out its leadership team.

The company also named William J. Kelley, Jr. as Chief Financial Officer (CFO), effective the end of June, this year.

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Kelley, who has more than 30 years of experience in the areas of finance, transformation, and strategy, appointment succeed his roles at Treehouse Foods, where he has spent the last six years, most recently as EVP and CFO.

He has also served in executive leadership roles at The Kraft Heinz Company and The Hillshire Brands Company.

During his appointment, Kelly commented that he looks forward to helping the company shape and achieve its vision to quench the world’s thirst for more delight and nourishment and further grow its storied brands like Tropicana and Naked.

Glen Walter, Chief Executive Officer, Tropicana Brands Group expressed confidence that the two appointments will benefit greatly the company given the two have deep knowledge of and experience in the food and beverage industry.

Their shared commitment to operational and executional excellence is what the company is striving for as it continues to stand up for its goals, he added.

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Earlier this year, Tropicana Brands Group appointed Glen Walter as Chief Executive Officer, effective March 2, 2022, to head the joint venture between PAI Partners and PepsiCo, following PAI’s acquisition of Tropicana, Naked, KeVita, Izze and other select juice brands from PepsiCo.

The undersigned deal specified that PepsiCo would retain a 39% non-controlling minority interest in a newly formed joint venture managed by PAI Partners and an exclusive US distribution right for the brands for the small-format and foodservice channels.

 PepsiCo revealed that the juice businesses reported approximately US$3 billion in 2020 net revenue with operating profit margins that were below the company’s overall year operating margin.

The American snack and beverage company said the sale would enable it to focus on growing its portfolio which includes healthier snacks, zero-calorie beverages, and better-for-you products.

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