Michigan-based Hudsonville Ice Cream has named Executive Vice President CJ Ellens as its next Chief Executive Officer, effective January 1, 2027, following a board-directed succession process the company says has been in development for several years. Ellens succeeds Tina Floyd, who has led the Holland, Mich., premium ice cream maker since January 2023.
The Transition
Floyd guided Hudsonville through what the company describes as a period of meaningful expansion — growing both its branded retail business and co-manufacturing operations while modernizing internal capabilities. She will remain involved through the transition as a trusted advisor, providing continuity as Ellens assumes the top role.
Ellens brings roughly two decades of experience inside Hudsonville, having held a range of roles before ascending to EVP. That internal tenure is central to the board's rationale. "As a locally owned company, that connection to our people and community matters deeply to us," said Bruce Los, a Hudsonville board member. "We've watched him grow as a leader over the years, and we're confident in his ability to build on what has already been created while continuing to move Hudsonville forward."
Strategic Priorities
For foodservice and retail buyers tracking the premium frozen dessert segment, the leadership change arrives as regional and craft ice cream brands continue to capture share from national commodity players. Hudsonville's dual-track model — direct branded sales alongside co-manufacturing capacity — positions the company to serve both retail grocery and institutional channels, including foodservice operators seeking differentiated private-label or specialty frozen dessert programs.
Ellens has signaled that his near-term priorities will center on workforce investment, technology adoption to improve operational competitiveness, deepened partner relationships, and pursuit of new business opportunities. The company, which celebrated its 100th anniversary, operates what it describes as one of the most progressive ice cream manufacturing facilities in the country — a potential differentiator as foodservice operators increasingly scrutinize supply chain reliability and production scale when sourcing frozen dessert SKUs.
The premium ice cream category has seen sustained demand even amid broader foodservice cost pressures, with operators leaning into indulgent LTO dessert programs to defend check averages. Hudsonville's locally sourced positioning — fresh milk and cream from Michigan farms — aligns with the provenance story that resonates across both retail and on-premise menus.
"I believe the best of Hudsonville is still ahead of us," Ellens said. "I'm excited about the momentum we're building and what we can accomplish together — not only for the business, but through the impact we can have on our people, our partners and the communities we serve."
For deeper context on leadership transitions reshaping the frozen and dairy supply chain, and how regional brands are competing in the premium frozen dessert category, see related coverage from Foodservice News.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
