Pauwel Wiertsema new CEO HelloFresh Benelux

Pauwel Wiertsema nieuwe baas HelloFresh Benelux

Current COO Pauwel Wiertsema will be the new CEO of HelloFresh Benelux, starting in September. He succeeds Maartje Frederiks, who leaves the meal box delivering company after eight years.


"Mission accomplished"

Frederiks will leave the branch that she founded eight years ago. In a press release, she says that this was a difficult decision, but that she thinks her mission as founder of the Benelux branch is accomplished and that the time is right for a new adventure. The CEO says she is proud on what has been achieved: expanding the product range, improving the service and becoming market leader.


Wiertsema, her successor, already was a member of the board of directors as Chief Operations Officer. The process to find a replacement for him is already put in motion, HelloFresh confirms.