Nicole Freid is set to step down as the managing director of Neerlands Glorie Groente & Fruit (NGG&F), the parent company of the Dutch vegetable processor Hak. This transition will take effect in July, marking the end of Freid’s impressive 13-year tenure with the organization, which is currently owned by UAE-based Flexway.
During her time at NGG&F, Freid has effectively led the company as managing director for the past three years. Prior to this, she served as the director of marketing and innovation at Hak, contributing significantly to the food and beverage industry.
In Freid’s own words, “After this wonderful time, during which we established both a new corporate and brand strategy and set its further implementation in motion, it is a good and logical moment for me to explore new avenues in a different context and to discover and learn new things.”
Under her leadership, Hak embraced a new strategy focused on “modern green convenience.” This initiative resulted in innovative product lines such as Hak in Pak and Easy Eats, aligning with current food and drink consumer trends.
Walter Seib, chairman of the supervisory board at NGG&F, acknowledged Freid’s vital contributions, stating, “Nicole has made a substantial contribution to the company and the Hak brand over the past few years. In addition to establishing a contemporary, rock-solid brand, she has ensured consistent growth in revenue and market share, as well as the further development of our cultivation strategy, innovation, and the continued sustainability of the company.”
In terms of succession planning, NGG&F’s supervisory board is actively consulting with the company’s works council regarding Freid’s successor. Until a new leader is appointed, the existing management team will manage her responsibilities.
It is noteworthy that Denis Shtengelov, a Russian businessman, acquired Hak in 2021 through his snacks and confectionery firm, KDV. Subsequently, following Russia’s invasion of Ukraine, the company was transferred to Flexway, which is also owned by Shtengelov, who has expressed critical views on the ongoing conflict.
