RäFoods Names Des Hague as New CEO to Drive Future Growth and Innovation
In a significant shift for its strategic direction, RäFoods has appointed Des Hague as its new Chief Executive Officer and President. This announcement was made on January 16, 2026, and marks a vital step in RäFoods' journey towards leading the way in functional nutrition. Under Des's leadership, the company aims to redefine how consumers perceive nutrition in a rapidly changing global food industry.
Des Hague, a renowned global brand builder, joins RäFoods with a wealth of experience that encompasses decades of growing and transforming prominent consumer brands worldwide. His impressive track record includes the effective scaling of businesses while ensuring their core values remain intact, a crucial factor as RäFoods navigates its growth-oriented strategies.
As the Chairman of the Board, Jeff Sholl, emphasizes the importance of leadership during this transformative period, he highlights, "RäFoods has the potential to define the future of nutrition. Realizing that vision requires disciplined leadership with a global perspective. Des has a proven track record of building brands..."
The food technology sector has recently seen a critical shift in consumer preferences, with a growing demand for transparency, environmental accountability, and foods that offer real health benefits. As consumers evolve in their expectations—moving from simply seeking calories to emphasizing vitality and longevity—RäFoods is poised to take a leadership role in this paradigm shift. Des echoes this sentiment, stating, "We are entering a fundamental reset in how people think about food. RäFoods is uniquely positioned to lead that shift—delivering nutrition that is alive, effective, and scalable while restoring trust between food, health, and the earth."
In his new role, Des Hague aims to accelerate innovation within RäFoods and strengthen its market presence across various platforms, including retail and food service. Moreover, his approach will ensure that functional nutrition—emphasizing the complete well-being of individuals—is made accessible to more consumers worldwide.
According to Susan Harlander, Board Member and Owner, "Des understands how to scale brands without losing their soul. His leadership ensures we stay grounded in our mission while building a company capable of lasting global impact." This statement encapsulates the philosophy behind RäFoods' core beliefs—focused on innovation and nourishing individuals while prioritizing health.
RäFoods is known for its dedication to creating exceptional functional food products such as Wild About Sprouts®, Mixmi® Frozen Yogurt, and Wild About Bread®. These offerings showcase the company's commitment to fostering human health and longevity through great-tasting, nutritional foods. With Des at the helm, the company is excited to further its mission of making wholesome, restorative food accessible to all.
In addition to his role at RäFoods, Des Hague is a notable global business leader, investor, author, and speaker. He has previously led multinational organizations, generated substantial returns for investors, and provided consultancy for start-ups as well as established brands worldwide. His extensive background positions him as an optimal leader to navigate RäFoods through this pivotal growth phase.
As RäFoods embarks on its ambitious journey toward redefining functional nutrition, the focus on innovation, sustainability, and global reach under Des Hague's leadership is bound to bring transformative change in how consumers perceive and engage with their food choices. The future looks bright for RäFoods as it not only aims to impact individual health but also to contribute significantly to broader societal health initiatives, leveraging functional nutrition as a transformative force in the food industry.
Des Hague, a renowned global brand builder, joins RäFoods with a wealth of experience that encompasses decades of growing and transforming prominent consumer brands worldwide. His impressive track record includes the effective scaling of businesses while ensuring their core values remain intact, a crucial factor as RäFoods navigates its growth-oriented strategies.
As the Chairman of the Board, Jeff Sholl, emphasizes the importance of leadership during this transformative period, he highlights, "RäFoods has the potential to define the future of nutrition. Realizing that vision requires disciplined leadership with a global perspective. Des has a proven track record of building brands..."
The food technology sector has recently seen a critical shift in consumer preferences, with a growing demand for transparency, environmental accountability, and foods that offer real health benefits. As consumers evolve in their expectations—moving from simply seeking calories to emphasizing vitality and longevity—RäFoods is poised to take a leadership role in this paradigm shift. Des echoes this sentiment, stating, "We are entering a fundamental reset in how people think about food. RäFoods is uniquely positioned to lead that shift—delivering nutrition that is alive, effective, and scalable while restoring trust between food, health, and the earth."
In his new role, Des Hague aims to accelerate innovation within RäFoods and strengthen its market presence across various platforms, including retail and food service. Moreover, his approach will ensure that functional nutrition—emphasizing the complete well-being of individuals—is made accessible to more consumers worldwide.
According to Susan Harlander, Board Member and Owner, "Des understands how to scale brands without losing their soul. His leadership ensures we stay grounded in our mission while building a company capable of lasting global impact." This statement encapsulates the philosophy behind RäFoods' core beliefs—focused on innovation and nourishing individuals while prioritizing health.
RäFoods is known for its dedication to creating exceptional functional food products such as Wild About Sprouts®, Mixmi® Frozen Yogurt, and Wild About Bread®. These offerings showcase the company's commitment to fostering human health and longevity through great-tasting, nutritional foods. With Des at the helm, the company is excited to further its mission of making wholesome, restorative food accessible to all.
In addition to his role at RäFoods, Des Hague is a notable global business leader, investor, author, and speaker. He has previously led multinational organizations, generated substantial returns for investors, and provided consultancy for start-ups as well as established brands worldwide. His extensive background positions him as an optimal leader to navigate RäFoods through this pivotal growth phase.
As RäFoods embarks on its ambitious journey toward redefining functional nutrition, the focus on innovation, sustainability, and global reach under Des Hague's leadership is bound to bring transformative change in how consumers perceive and engage with their food choices. The future looks bright for RäFoods as it not only aims to impact individual health but also to contribute significantly to broader societal health initiatives, leveraging functional nutrition as a transformative force in the food industry.
Topics Consumer Products & Retail）
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