Bel Group, which includes Babybel, GoGo squeeZ, The Laughing Cow, and Boursin among its North America's brands, announced the appointment of Peter McGuinness as Chief Executive Officer of Bel North America.
McGuinness is stepping into the role as the company says it is accelerating its growth in the market and advancing its "Purpose*Full Snacking strategy in one of its most important regions."
McGuinness will oversee operations across Bel North America's offices in New York City, Chicago, and Montreal, as well as five Bel manufacturing plants across the U.S. and Canada. His responsibilities will include "accelerating growth, advancing M&A and breakthrough innovation, strengthening the company's local footprint, and building a more sustainable and performance-focused food business."
"North America, and particularly the United States, is a cornerstone of Bel's future," says Cécile Béliot, CEO, Bel Group. "Peter is a transformational, values-driven leader whose track record aligns perfectly with Bel's 'two-leg' model— where profitability and sustainability are equally important. His appointment reflects our confidence in the strength of Bel North America, our Purpose*Full Snacking ambition, and our belief that performance and responsibility go hand in hand."
The company says McGuinness has consumer brand leadership, operations and manufacturing expertise, and proven cultural and strategic impact across purpose-driven food companies. Most recently, he served as President and Chief Executive Officer of Impossible Foods, leading the company to expanded distribution and market share growth through product innovation and demand creation. Prior to Impossible, he was President and Chief Operating Officer at Chobani, where he helped scale the business into a diversified and category-leading lifestyle brand.
"Bel's mission-led model, rooted in 160 years of innovation and entrepreneurship is inspiring, unique and special," says McGuinness. "I'm excited to accelerate Purpose*Full Snacking across North America and beyond—making it easier for people to snack more intentionally and deliciously with fruit, veggie, and cheese options that bring nourishment and joy, and maybe a laugh or two along the way."
Bel has deep roots in the United States, focused on portion-sized fruit, veggie and cheese snacks. The company is expanding capacity at its Little Chute, Wis. and Brookings, S.D. facilities to meet accelerating demand.
