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

Company announces hiring of William J. Kelley, Jr. as Chief Financial Officer and Rogier Smeets as Chief Executive Officer, Europe

Tropicana Brands Group, which markets, manufactures and distributes premium juice products across North America and Europe, announced that 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.

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.

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.

About Tropicana Brands Group
Tropicana Brands Group brings together an exciting, global portfolio of some of the world’s most iconic juice brands including Tropicana, Naked, KeVita, Izze, Dole, Copella, and Punica. Established in 2022 as a joint venture between PAI Partners and PepsiCo, the company aims to promote new growth for its business, opportunities for its people and accelerate a vision to quench the world’s thirst for more delight and nourishment. With a global footprint of more than 2,000 associates that spans North America and Europe, the group is proud of its industry-leading capabilities in areas that include innovation, R&D, manufacturing, distribution, sales, marketing and nutrition expertise.