[Interview] “The right choices aren’t always the easiest” (Jean-David Thumelaire, Bel Group Benelux)

Cheese maker Bel Group is transforming into a snack company that aims to help consumers make the transition to healthier and more sustainable eating habits. “We can be part of the solution,” says Benelux General Manager Jean-David Thumelaire.

From AB InBev to Bel

With iconic brands such as La Vache Qui Rit, Boursin, Maredsous, and Babybel, Bel Group is the market leader in the cheese category in Belgium and a major contender in the Netherlands. But more than just a cheese producer, Bel is a company with a mission: to give as many people as possible access to healthier and more sustainable food. For Belgian Jean-David Thumelaire, that was the deciding factor in accepting the challenge of leading the Benelux operations more than a year ago.