Frits is an experienced retail and brand strategist who believes that social impact can go hand in hand with commercial success. He held key roles at companies including Ahold and SCA Hygiene Products, and since 2014, he has contributed to the growth and impact of Tony’s Chocolonely, where he served in roles such as Head of Markets, Country Manager U.S., Chief of Markets, and currently Country Manager Benelux & Beyond. Frits combines strategic leadership with a passion for sustainable brand development and creating positive change.