Tropicana Brands Group adds to executive team with two C-suite appointments

Tropicana Brands Group, which markets, manufactures and distributes premium juice products across North America and Europe, announced it has named William J. Kelley Jr. as chief financial officer (CFO) effective at the end of June and Rogier Smeets as chief executive officer (CEO), Europe, effective June 13. 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,” Glen Walter, chief executive officer, Tropicana Brands Group, said in the announcement. “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.”

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,” Kelley said in the announcement. “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.”

Smeets comes to Tropicana Brands Group via Upfield, a leading 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, U.S. and Asia.

“I’m energized to take on the role of leading Europe for Tropicana Brands Group,” Smeets said in the announcement. “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.”