Tropicana Brands appoints Rogier Smeets as new Europe head

Tropicana Brands Group on Tuesday announced the appointment of Rogier Smeets as chief executive of its Europe division, effective June 13.

The group, which markets, manufactures and distributes premium juice products, also named William J. Kelley, Jr. as Chief Financial Officer (CFO) effective at the end of June.

These appointments come as the newly formed joint venture between PAI Partners and PepsiCo continues to build out its leadership team.

“I’m thrilled to welcome both Bill and Rogier to Tropicana Brands Group,” said Glen Walter, who joined in March as the debut CEO of the group.

“I’m confident we will benefit greatly from the addition of them both given their deep knowledge of and experience in the food and beverage industry and their shared commitment to operational and executional excellence that we are striving for as we continue to stand up our organization.”

Smeets comes to Tropicana Brands Group via Upfield, the world’s largest plant-based consumer packaged goods company, where he held several leadership positions including President, Europe. Prior to Upfield, he built his career at Unilever in various marketing and commercial functions across Europe, US and Asia.

“I’m energised to take on the role of leading Europe for Tropicana Brands Group,” said Smeets. “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 through things like innovation and expansion. I look forward to working with the team to make an impact in a critical region for the business.”

Kelley brings more than 30 years of experience in the areas of finance, transformation and strategy. He joins from Treehouse Foods where he has spent the last six years, most recently as EVP and CFO. A food industry veteran, he also served in executive leadership roles at The Kraft Heinz Company and The Hillshire Brands Company.

“As someone with a passion for the food and beverage sector, the opportunity to join Tropicana Brands Group at this stage in its journey is incredibly exciting for me,” said Kelley. “I look 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.”

Established in January as a joint venture between PAI Partners, which has a controlling stake, and PepsiCo, Tropicana Brands Group’s global portfolio of juice brands include Tropicana, Naked, KeVita, Izze, Dole, Copella, and Punica.