Welch’s Names Cees Talma as CEO, Effective Immediately

Welch’s, the 156-year-old juice and jelly manufacturer, has named Cees Talma as its new CEO, replacing outgoing chief executive Trevor Bynum, effective immediately.

Talma has held a number of CPG leadership roles in a three-decade career, including over 23 years at Unilever and more than five years at SC Johnson, according to LinkedIn. Most recently he served as CEO of supplements brand Nature’s Way up until this past January when he left the company to act as an independent consultant for private equity firms.

“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,” said Welch’s chairman Tim Grow in a press release. “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,” Cees added. “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.”

The company noted that Cees brings “unique experience scaling both legacy brands and disruptive newcomers,” citing his track record at SC Johnson and Unilever, where he helped to lead innovation strategies and acquisitions.

It is unclear if Bynum will still be involved in Welch’s going forward. Bynum joined Welch’s as CEO in 2018, coming to the business from Schwan’s Company where he had been president of its foodservice division.

In the announcement, the company complimented Bynum, calling him “instrumental in shaping the company’s transformative growth,” but did not elaborate on the reasons for his departure.

Based in Massachusetts, Welch’s is a legacy grape juice, jam and jellies producer that has in recent years, under the leadership of Bynum, embraced trendy innovations, such as the launch of Zero Sugar juices and sparkling juices, which have at times been positioned as non-alc alternatives.

Better-for-you has remained a focus for Welch’s; in January, the company promoted its Zero Sugar line with a pop-up bodega in New York City, touting the slogan “Zero is Everything.”

The CEO shift comes just one month after Welch’s opened its new headquarters in Waltham, Massachusetts, relocating about a half-hour drive from its longtime HQ in Concord, Mass. The company is currently hiring additional roles created for the expanded facility, according to the Boston Globe.

In its last executive announcement, Welch’s promoted public relations and growth VP Christine Kwiat to the title of Chief Research and Development Officer in January.

Nosh has reached out to Welch’s for comment.