Tree of Life Canada Leadership Advancement – April 2024

Tree of Life Canada ULC Announces Leadership Promotions

Tree of Life Canada looks to strategically position for future success through various promotions aimed at improving all aspects of the business.

Francesco Mastruzzo has been promoted to Vice President of Brand Development & Marketing. In this role, Francesco will be responsible for our brand pillars Fresh (Deli/Cheese), Specialty, Global, and Natural along with all marketing services team.

Henry VandenHoogen has been promoted to the role of Vice President of Sales. In this role, Henry will be responsible for the Canadian Field and Account teams.

Liam Wahl has been promoted to the role of Director of Retail Development. In this position, Liam will be responsible for leading the Field Sales team across Canada.

Andrew Felix has been promoted to the role of Director, Customer Development. In this role, Andrew will lead the Sobeys Customer Development team.

Ben Vidal has been promoted to the role of Director, Customer Development. In this role, Ben will lead a newly formed Customer Development team.

Serene Martin has been promoted to the role of Director of National Marketing & Business Development. In this expanded position, she will continue to oversee the company’s marketing, events, communications, and business development initiatives. Additionally, she will now oversee the Business/Marketing Insights & Shared Services teams.

Bill Geady has been promoted to the role of Team Lead of Specialty. In this role, Bill will be responsible for all brands falling under the Specialty Pillar.

Kari-Lynn Solonik has been promoted to Team Lead, Mass, Club & General Merchandise. In this role, Kari-Lynn will lead the Walmart, Costco, TJX, and Canadian Tire teams.

About Tree of Life Canada

Tree of Life is a fully owned subsidiary of KeHE, an employee-owned distributor based in Chicago with B-Corp certification. With the Canadian head office in Mississauga and regional offices in Surrey, Calgary, and Montreal, the company is the exclusive distributor of some of North America and Europe’s largest brands including Kikkoman, Tyson, Fever Tree, San Benedetto, Walker’s, and McVitie’s. The company is one of Canada’s largest full-service distributors of food products to both the Retail and Foodservice channels with the capability to service over 105,000 outlets where food is sold & served within the Canadian market.

Media inquiries: canada.communications@treeoflife.com