KIND Snacks has appointed Jon Craig as its new Chief Financial Officer (CFO) for KIND North America. Taking over from Kaj van den Kieboom—who has transitioned to a global position as the CFO of Mars Health & Wellness—Craig is set to steer the financial and business strategy of this notable brand in the healthier snack market.
Jon Craig brings over 15 years of extensive global business and finance experience, most recently serving as the supply finance director for Mars Wrigley Europe, CEAB, and Turkey. His tenure at Mars also includes his role as CFO for the East Mediterranean and Italy units, enhancing his reputation as a seasoned financial executive.
Daniel Calderoni, the new CEO of KIND North America, expressed enthusiasm over Craig’s appointment, stating, “We are very excited to welcome Jon into the KIND family as the new Chief Financial Officer. Jon’s depth of experience across multiple markets and his ambition for driving results and challenging the status quo make him an integral addition to KIND’s leadership team.” Calderoni himself joined KIND as CEO just a month prior, in September, signifying an important transitional phase for the company.
Craig has articulated his eagerness to contribute a fresh, multicultural perspective to the brand, emphasizing that KIND not only stands as an iconic entity in the healthier snacking space but also aligns with his personal values of leading with purpose and performance. This approach could be pivotal in further refining KIND’s business strategy, especially in an increasingly competitive market that values health and sustainability.
Highlighting the company’s commitment to purposeful goals, KIND Snacks is making strides towards sourcing 100% of its almonds by 2030 from farms that practice regenerative agriculture. This initiative is part of a broader vision that supports sustainable farming practices while delivering a quality product to consumers—allowing KIND to resonate with health-conscious consumers while catering to their ethical values.
Mars, Inc. fully acquired KIND North America in 2020, which positioned the brand strategically within the larger Mars portfolio. This integration allows KIND to harness Mars’ extensive distribution networks and marketing expertise, accelerating its growth potential. As companies recognize the importance of sustainability and ethical practices in their product offerings, KIND’s proactive measures in this realm could serve as a blueprint for innovation in the food industry.
In an era where consumers are increasingly gravitating towards brands that reflect their own values, KIND’s leadership changes symbolize a commitment to remain at the forefront of this trend. The hiring of leaders who embody these values—like Craig and Calderoni—suggests that KIND is serious about both its business objectives and its broader responsibilities to society and the environment.
With significant transitions underway at KIND Snacks, industry observers will be keen to see how these changes impact business performance and brand perception. The combination of experienced leadership and a commitment to sustainable practices positions KIND to tackle modern challenges while appealing to its core consumer base.
In summary, Jon Craig’s appointment as CFO marks an important chapter for KIND Snacks as it navigates its future in the competitive healthier snacks marketplace. His extensive background in finance, combined with the company’s sustainability initiatives, suggests a forward-thinking strategy aimed at not just meeting consumer needs, but leading in the standards of responsible business practices.
