AUSTIN, TEXAS – Pasture-raised food manufacturer Vital Farms introduced Reena Van Hoven as the company’s new chief people officer, effective Sept. 16.

Van Hoven most recently served as senior vice president of talent and rewards for Danone North America. 

Vital Farms said Van Hoven will lead the company’s people team in the newly created CPO role, overseeing business partnerships, organization and people development, and total rewards.

President and chief executive officer Russell Diez-Canseco said Van Hoven will build on a foundation established by Vital Farms’ people team.

“We believe our true competitive advantage is our people, and deepening our investment in this function will help us scale our high-performing organization and purpose-driven culture,” Diez-Canseco said. “Reena’s deep expertise and passion for people will continue to strengthen our work engaging, inspiring and developing our crew members, and attracting world-class talent.”

During close to two decades in human resources, Van Hoven’s experience includes roles with Danone North America, organic salad producer Earthbound Farms, WhiteWave Foods and Deloitte.

Van Hoven described Vital Farms as a purpose-driven food company that “improves the lives of people, animals and the planet” through its work.

“Vital Farms not only embodies its mission and values, but also fosters an environment where talent can thrive, make a significant impact, and grow both personally and professionally,” she said.

Diez-Canseco also noted that senior vice president of people and strategy Stephanie Coon will remain on Vital Farms’ senior leadership team as senior vice president of strategy.

“Stephanie has played an instrumental role in evolving Vital Farms’ people team into the high-impact function it is today,” the CEO said. “In addition to welcoming an incredible leader in Reena, this move enables Stephanie to put even more focus on the critical strategy work ahead as we build Vital Farms into a $1B company and a disruptive force in the food industry.”