The Appointment
Hudsonville Ice Cream has named CJ Ellens its next Chief Executive Officer, effective Jan. 1, 2027. Ellens, who currently serves as Executive Vice President, will succeed Tina Floyd, who has led the Holland, Mich.-based premium ice cream manufacturer since January 2023.
The transition is the product of a structured, multi-year succession process designed by company principals Denny and Scoob Ellens alongside outside advisors. The stated goal: move Hudsonville into its next generation of leadership without disrupting the culture and operational momentum built over the brand's 100-year history.
Floyd's Tenure
Floyd guided Hudsonville through what the board describes as a meaningful growth cycle — expanding both its branded retail line and co-manufacturing business while upgrading the company's operational capabilities. Her four-year run included investments in what Hudsonville calls the most progressive ice cream manufacturing facility in the country, a footprint that serves as a key competitive asset for retail and foodservice supply channels alike.
"I'm incredibly proud of what we've accomplished together and have tremendous confidence in CJ, not only as a leader, but as someone who deeply understands and cares about this company," Floyd said. She will remain engaged as a transition advisor through the leadership handoff.
What's Next for Ellens
Ellens brings roughly two decades of internal experience across multiple functions at Hudsonville. Board member Bruce Los called out Ellens's ties to the company's people and community as central to the board's confidence in the pick — a consideration that carries weight at a locally owned operation where brand identity and workforce culture are closely linked to retail positioning.
As CEO, Ellens has outlined priorities that include people investment, technology adoption to sharpen competitiveness, deepened trade partner relationships, and new business development. For channel buyers and c-store category managers, that last point is worth watching: Hudsonville's branded and co-manufacturing mix gives it flexibility to pursue private-label or regional distribution partnerships alongside its flagship retail SKUs.
Premium and super-premium ice cream have held up well in the convenience channel as operators chase higher ring at the cold-case — a category dynamic that makes supplier leadership stability relevant to buyers managing frozen dessert sets. Hudsonville's ability to scale co-manufacturing also positions it as a potential supplier partner for c-store foodservice programs seeking differentiated frozen novelty or soft-serve base options.
Ellens acknowledged the weight of the transition. "I feel a real sense of responsibility for what we've built together, but also an incredible excitement for what is still possible," he said. "I believe the best of Hudsonville is still ahead of us."
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.
