CJ Ellens will become Chief Executive Officer of Hudsonville Ice Cream on Jan. 1, 2027, following a board vote that caps a multi-year succession process at the Holland, Michigan-based frozen dairy brand. Ellens, who currently serves as Executive Vice President and has held a range of roles across nearly two decades at the company, succeeds Tina Floyd, who has led Hudsonville since January 2023.
The Succession Rationale
The transition was deliberately planned by Hudsonville's founding Ellens family — Denny and Scoob Ellens — alongside trusted advisors, with the stated goal of preserving what board member Bruce Los described as the company's culture, values, and entrepreneurial spirit during a generational leadership shift. Los noted that CJ Ellens' long tenure and deep ties to both the organization and the surrounding community were central factors in the board's confidence. For a locally owned operation in the competitive premium ice cream segment, that institutional knowledge carries practical weight: Ellens has lived through the company's product evolution, manufacturing upgrades, and co-manufacturing expansion firsthand.
Floyd's Legacy and the Road Ahead
Floyd's four-year tenure covered a meaningful growth chapter for Hudsonville, encompassing expansion of both its branded retail business and co-manufacturing operations — the latter an increasingly important revenue stream for mid-sized frozen food producers navigating volatile input costs and retailer consolidation. She will remain engaged as a transition advisor, working alongside Ellens into the new year.
As CEO, Ellens has flagged investment in people and capabilities, technology adoption, partner relationships, and new business opportunities as his near-term priorities. For foodservice and retail buyers who source Hudsonville product — or who engage the company as a co-manufacturing partner — that agenda signals continuity rather than disruption, with an emphasis on operational competitiveness. Hudsonville's production facility, which the company describes as among the most progressive ice cream manufacturing plants in the United States, positions it well to pursue both volume growth and product innovation across channels.
The leadership change arrives as the broader frozen dessert and dairy manufacturing sector faces sustained pressure from input cost volatility and shifting consumer preferences toward premium, locally sourced products — a positioning Hudsonville has leaned into since its founding in Michigan a century ago. Operators and retail partners evaluating long-term supplier relationships will likely view the planned, insider-led transition as a stabilizing signal.
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.
