Nicole Freid is stepping down as the managing director of Neerlands Glorie Groente & Fruit (NGG&F), the parent of Dutch vegetable processor Hak.
Freid will officially depart from her role in July, concluding a tenure of more than 13 years with the company, which is owned by UAE-based Flexway.
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She has been NGG&F’s managing director for the past three years, following her previous role as director of marketing and innovation at Hak.
“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,” Freid said.
According to a company statement, Hak established a new strategy centred on “modern green convenience” during Freid’s leadership. This resulted in new product lines, including Hak in Pak and Easy Eats.
Walter Seib, the chairman of the supervisory board of NGG&F, said: “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.”
NGG&F said its supervisory board is “consulting” with the company’s works council on the plans for Freid’s successor.
Following her departure, NGG&F’s management team will assume her duties, the company said.
Russian businessman Denis Shtengelov acquired the business in 2021 through his snacks and confectionery vehicle KDV.
A year later, in the wake of Russia’s invasion of Ukraine, the company was transferred to Flexway, which is also owned by Shtengelov. He has been a reported critic of Moscow’s actions,
