#USA #New York #Bel North America #Peter McGuinness #Purpose*Full Snacking

Bel Group Appoints Peter McGuinness as CEO of Bel North America

In an exciting development for the snack food industry, Bel Group has announced the appointment of Peter McGuinness as the new Chief Executive Officer of Bel North America. Known for his extensive experience in the consumer food sector, McGuinness is expected to drive the company’s growth strategies within one of its key markets.

Peter McGuinness steps into this pivotal role at a time when Bel is keen to scale its operations while adhering to its 'PurposeFull Snacking' initiative. This approach aims to reshape consumer snack choices by offering healthier options that meet nutritional standards. As part of his new responsibilities, McGuinness will oversee operations at Bel’s offices located in major cities such as New York, Chicago, and Montreal, as well as its five manufacturing plants scattered across the U.S. and Canada.

A Vision for Transformation

With a strong focus on performance and sustainability, McGuinness has expressed his excitement about leading Bel North America into a new era. Cécile Béliot, CEO of Bel Group, underscored the importance of the U.S. market for Bel’s future, emphasizing that McGuinness's transformational leadership style aligns well with the company's dual focus on profitability and sustainable practices.

“Peter is a transformational, values-driven leader whose track record aligns perfectly with Bel’s ambitions to deliver nutritious snacks while maintaining superior market performance,” said Béliot in a statement regarding the appointment.

Notably, McGuinness has a storied career in the food industry, previously serving as the President and CEO of Impossible Foods, where he successfully enhanced the company's market share and expanded its distribution capabilities. Prior to that role, he played a crucial part in the growth strategies at Chobani, helping the brand become a category leader in the lifestyle segment of the market.

PurposeFull Snacking: A Commitment to Health

Bel’s 'PurposeFull Snacking' initiative reflects a commitment to tackle nutritional gaps prevalent in the American diet, where daily snacking often lacks adequate fruits, vegetables, and dairy. With McGuinness at the helm, the company aims to promote its array of portion-sized snacks that include fruit, veggie, and cheese options, aiming to encourage healthier eating habits among consumers.

“I’m thrilled to accelerate PurposeFull Snacking across North America, making it easier for people to choose nourishing snacks that bring not only health benefits but also joy in every bite,” McGuinness said in a recent interview.

As part of this initiative, Bel is currently scaling up production capabilities at its facilities in Little Chute, WI, and Brookings, SD, to meet the increasing demand for its products. The strategy combines the principled approach of a mission-driven organization with a keen focus on operational efficiency and product innovation.

Looking Ahead

McGuinness's 30 years in the consumer brand sector equips him to lead Bel North America toward a bright future. His background in fostering purpose-driven brands, alongside a solid understanding of manufacturing and supply chains, positions him to unlock significant growth for the Bel portfolio, which includes iconic brands like Babybel, GoGo squeeZ, and The Laughing Cow.

As Bel North America navigates its growth journey, it remains dedicated to its foundational values of social impact and consumer well-being. With Peter McGuinness at the forefront, the company is poised not only to meet the nutritional needs of consumers but also to contribute positively to the sustainability of the food system.

About Bel North America

Bel North America is part of Groupe Bel, a family-owned company with a rich history of innovation and social initiatives spanning over 160 years. The organization specializes in creating delicious, portion-sized snacks that cater to contemporary consumer tastes while promoting healthier eating habits. As it champions the Purpose*Full Snacking initiative, Bel continues to leave a mark on the snacking landscape in North America, committed to delivering joy and nourishment to its customers.

For more information about Bel North America and its offerings, visit belbrandsusa.com.