Tropical Cheese Welcomes Ivonne Balsinde as Chief Growth Officer to Drive Expansion

Tropicana Cheese Welcomes Ivonne Balsinde as Chief Growth Officer

Tropical Cheese, a prominent player in the Hispanic dairy and refrigerated foods sector in the U.S., has announced the appointment of Ivonne Balsinde as its Chief Growth Officer (CGO). This strategic move is expected to bolster the company’s growth trajectory as it seeks to expand its market presence across various regions, including the U.S., the Caribbean, and Europe.

Ivonne Balsinde: A Proven Leader in Brand Growth

Balsinde joins Tropical Cheese with an impressive background in commercial and marketing strategies. With a career spanning over two decades, she has demonstrated a remarkable ability to scale brands and drive market expansion effectively. Her wealth of experience includes roles in innovation pipeline leadership, pricing strategies, and cross-functional alignment, making her a valuable asset to the Tropical Cheese team.

Before taking up her current role, Balsinde served as the Global Vice President for Marketing and Business Development at Matosantos International Corporation. In that position, she successfully led marketing and innovation strategies for a multi-category consumer packaged goods (CPG) portfolio exceeding $100 million. Her leadership there was characterized by a strong emphasis on expansion across multiple geographical markets. Furthermore, Balsinde has a robust background at Kellogg, where she spent 13 years in various leadership roles, further solidifying her credentials in the consumer goods industry.

Remarks from Leadership

Vic Mehren, CEO of Tropical Cheese, expressed enthusiasm about Balsinde’s appointment. He remarked, “Ivonne is an innovator with a proven track record of translating consumer and customer insights into commercial strategies that generate genuine growth. Tropical Cheese is at a pivotal moment in our journey. We have a solid foundation and an incredible opportunity to grow our footprint and deepen customer partnerships.” Mehren believes that Balsinde's robust experience will enhance the company’s operational strategy as it aims to build a stronger market engine.

A Commitment to Growth and Innovation

In her new role, Balsinde is looking forward to enhancing Tropical Cheese's innovative practices and accelerating its growth. She noted, “I have always been attracted to businesses with strong brands, real momentum, and teams that aim to succeed ethically. Tropical Cheese is a category leader with high-quality products that are cherished by customers and communities alike. This strong base positions us well for long-term success.” Balsinde plans to collaborate closely with the Tropical Cheese team to enhance innovation and establish a reproducible growth model that can be applied across various channels and markets.

About Tropical Cheese

Established in 1982, Tropical Cheese has risen to prominence as a leader in Hispanic cheeses, particularly in the Eastern U.S. The company boasts a variety of Hispanic refrigerated food items and employs a well-integrated distribution network that includes direct-store delivery channels. Tropical Cheese aims to broaden its product offerings and market presence, striving to be a leading brand in the Hispanic food market throughout the Eastern United States.

The company has received backing from Avance Investment Management and AUA Private Equity, allowing it to further pursue its goals of expansion and increased portfolio diversity.

Future Prospects

As Balsinde steps into the role of CGO, her leadership will be pivotal for Tropical Cheese as it seeks to build upon its existing successes and explore new avenues for growth. With a focus on innovation and customer engagement, the company is poised to strengthen its position in a competitive market. The appointment signifies a commitment to not only maintain but also enhance Tropical Cheese's status as a category leader in Hispanic foods.