US food and beverage group Welch’s has announced the appointment of Cees Talma, the former CEO of Nature’s Way, as its new chief executive officer. Talma replaces Trevor Bynum, who guided the company for nearly seven years and played a crucial role in its transformative growth.
With over 30 years of experience in the fast-moving consumer goods (FMCG) sector, Talma brings a wealth of knowledge to the position. His tenure as CEO at Nature’s Way lasted from December 2021 to January 2025. Tim Grow, chairman of the Welch’s board, expressed confidence in Talma’s ability to accelerate the company’s momentum, particularly in terms of innovation.
Talma’s professional background includes significant roles at SC Johnson, where he served as a global vice president. His career began at Unilever in 1990, where he spent over 20 years. During his time at Unilever, he held various positions, including regional vice president for beverages in Europe and vice president for brand development for Hellmann’s mayonnaise. After leaving Unilever in 2014, Talma worked at SC Johnson until 2019.
Welch’s, headquartered in Waltham, Massachusetts, is renowned for its Concord grape juices, jams, and jellies. Founded in 1869, the company’s product range also features sparkling fruit beverages, fruit snacks, fresh fruit, and spreads.
In his vision for Welch’s, Talma stated, “Together with our talented team and grower-owners, we will focus on accelerating performance, expanding into new opportunities, and writing the next great chapter of this iconic brand.”
As the food and drink business continues to evolve, the leadership changes at Welch’s come at a pivotal moment. Companies must adapt swiftly to food and drink consumer trends to stay relevant in an increasingly competitive landscape.