This content was written and submitted by the supplier. It has only been modified to comply with this publication’s space and style.
Welch's, a distributor in the fruit-based food and beverage industry, announces the appointment of Cees Talma as Chief Executive Officer, effective immediately. Talma succeeds Trevor Bynum, whose leadership for nearly 7 years has been instrumental in shaping the company's growth.
With more than 30 years of global leadership experience across the food, beverage, consumer goods, and health & wellness industries, Cees Talma will guide Welch's into its next era of evolution. For the past 11 years, Cees has led mission-driven and family-owned companies, sharing Welch's purpose-led approach and ongoing commitment to quality, innovation and grower-owner success. This background, combined with his track record of aligning purpose with performance, makes him suited to lead Welch's historic legacy.
"This is an exciting time for Welch's, and we're confident Cees will help accelerate our momentum in meaningful ways as we continue to focus on innovation," says Tim Grow, Chairman of the Welch Board of Directors. "He brings a fresh perspective, deep understanding of the consumer, and a shared passion for purpose that aligns perfectly with our vision for the future. We're looking forward to what's to come under his strategic leadership."
"I'm honored to join Welch's as CEO and excited to help unlock its full potential by building on a legacy of trust, innovation, and growth," says Cees. "Together with our talented team and grower-owners, we'll focus on accelerating performance, expanding into new opportunities, and writing the next great chapter of this iconic brand."
Cees brings experience scaling both legacy brands and disruptive newcomers. Prior to Welch's, he served as CEO of Nature's Way, where he led growth, innovation, and operational excellence. Before that, Cees held the role of CEO at Stasher, scaling the brand's sustainability mission and product footprint. Cees also occupied senior roles at SC Johnson and Unilever, where he grew CPG Category disruptors, led acquisitions and implemented many innovative go-to market strategies.
