Kraft Heinz Canada announces industry veteran from the United Kingdom as new VP of Retail Sales

Peter Hall replaces Dan Lafrance as new VP of Retail Sales for Kraft Heinz Canada

Kraft Heinz announced that U.K. industry veteran Peter Hall has replaced Dan Lafrance as VP of Retail Sales, effective this month. Dan joined Kraft General Foods Canada in 1990 where he began his sales career as a sales representative in the Ottawa region. He later moved on to become VP of Sales and Foodservice after the company merged with Heinz, in 2016.
“Dan was an integral part of my leadership team – his great experience and insight helped set a strong foundation for Kraft Heinz”, said Carlos Piani, President of Kraft Heinz Canada.
Peter Hall, Kraft Heinz Canada’s new VP of Retail Sales, most recently led Kraft Heinz U.K.’s Retail Sales team where he helped accelerate growth in challenging market conditions. Previously, Peter held numerous leadership positions such as Country Head for powerhouse brands at Procter and Gamble and as Director at Samsung.
While at Kraft Heinz U.K., Peter grew the company’s sales, prioritized customer engagement, and led innovation strategies that helped keep categories relevant to the emerging needs of consumers in the U.K.
“Peter brings a wealth of experience to Kraft Heinz Canada’s team, as a sales and marketing leader”, said Piani. “He will help further accelerate the mutually beneficial partnerships between Kraft Heinz and its customer partners in the coming weeks.”
The new restructure means that Kraft Heinz Canada’s Sales Leadership team now consists of Peter Hall, VP of Retail Sales and Stephane Mercier, Head of Foodservice, who will both report into President – Carlos Piani. No other organizational changes took place.
For more information, please contact Av Maharaj, VP Legal and Corporate Affairs at

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