Elevating leadership to drive transformative growth
Harm van Tongeren joins GoodLife Foods as CCO
GoodLife Foods proudly announces the appointment of Harm van Tongeren as Chief Commercial Officer. With extensive international experience, a proven track record in commercial leadership, and a keen sensitivity to cultural dynamics, Harm is set to lead the company into its next chapter of growth and success.
A strategic appointment to steer transformative growth
GoodLife Foods, a leading European producer of frozen snacks and convenience foods, is celebrated for its innovation, quality, and commitment to sustainability. With a diverse portfolio, the company supplies supermarkets, horeca outlets, foodservice providers, and industrial players across over 10 countries.
In less than six months, GoodLife Foods doubled in size through the acquisitions of Audens Foods (Spain and Portugal) and Pure Ingredients (Netherlands, Germany, and Belgium). This rapid expansion demanded strategic leadership to steer the commercial agenda, integrate diverse teams, and realise the organisation’s ambitious plans.
1800
employees
14
manufacturing plants
7
brands
€550
mio revenue
How GoodLife Foods is reshaping its commercial strategy to lead the frozen food market in Europe.
VALPEO’s Approach: Holistic and data-driven executive search
At VALPEO, we understand that finding transformational leaders requires more than functional expertise. Using our ©Transformative Value Framework, we designed a tailored approach to align the CCO’s profile with GoodLife Foods’ strategic ambitions.
The holistic approach of VALPEO stood out, combining functional criteria with cultural and personal fit, ensuring not just a great leader for today but one who can grow with us in the future.
Dirk Van de Walle, CEO, GoodLife Foods1. Contextual analysis and alignment
VALPEO began with an in-depth analysis of GoodLife Foods’ strategic goals, cultural values, and stakeholder expectations. This ensured alignment with the organisation’s mission and long-term ambitions
2. Comprehensive leadership and culture assessments
- Board assessments: Evaluated leadership dynamics across the GoodLife Foods executive board, regional directors, and Audens Foods board.
- Cultural assessments: Identified values and competencies critical for the CCO role while uncovering potential challenges during M&A integration.
Recognising and understanding personal dynamics allows to create a concrete image of the context in which a person can make an authentic contribution, what his added value is and what may possibly hinder him from achieving maximal result and optimal alignment.
3. A collaborative search process
The process was marked by exceptional teamwork, with everyone—CEO, CFO, COO, CHRO, the investor IK Partners, the two Non-Executive Board Members and VALPEO—working together as a team with a shared goal: securing the right CCO for GoodLife Foods. VALPEO defined a clear roadmap for taking GoodLife Foods to the next level of value creation in its evolving context and conducted a streamlined process:
- Narrowed the selection to three exceptional finalists for executive and non-executive board interviews.
- Facilitated alignment among all stakeholders for efficient decision-making.
The ©Transformative Value Framework is a conceptual model designed to help organisations and stakeholders systematically unlock value at multiple levels. It emphasises that value creation is not a one-time event or a static process but a developmental journey involving individuals, teams, and the organisation as a whole.
To build a future-proof organisation, it’s essential to recognise the unique value your talent brings today—and the potential it holds for the future. By assessing effectiveness and cultural alignment, organisations can ensure their leadership and teams are prepared to meet strategic objectives while fostering a thriving, purpose-driven culture.
This case illustrates how effective leadership is not just about experience, but about future relevance. Explore how our Executive Search approach aligns leadership with complexity and value creation.
The collaboration between GoodLife Foods, IK Partners, and VALPEO underscores the transformative power of leadership alignment. By securing a leader with the right skills, values, and vision, GoodLife Foods is poised to scale into Europe’s #1 frozen food player, seamlessly aligning leadership, culture, and organisational goals to drive growth and foster a resilient, purpose-driven future.
About Richard Vincent
Richard Vincent is Partner & Head of Global Expansion at VALPEO. He helps executives managing complexity & change, in their home country and internationally, with the objective to build future-proof and value-creating organizations to achieve the company ambitions and results.
About Fabiaan Van Vrekhem
Fabiaan Van Vrekhem is Co-founder and Executive Chairman of VALPEO, architect of the ©Transformative Value Framework and published author. For over 30 years, he has guided boards and executive teams in making sense of complexity. His work shifts the focus from operational execution to systemic value, enabling organisations to align leadership maturity with strategic complexity and move from intent to meaningful, lasting impact.
