Leading Beverage Innovation with Purpose and Agility

Sam Choucha is a bilingual, results-driven commercial leader with over 20 years of experience in the food and nutrition industry. He specializes in business development, B2B sales, and marketing across North America.

In an exclusive interview with Food and Beverage Tech Review, he shared his invaluable insights regarding the future of the industry, along with the challenges and possible solutions.

1. Your journey from McGill University to Vice President Commercial at Kerry is impressive. Can you walk us through some pivotal moments that shaped your strategic approach to leading beverage taste innovation in North America?

Early in my studies at McGill University, I was captivated by how data-driven insights into consumer preferences could shape product development. That fascination laid the foundation for my strategic approach to innovation. I quickly realized that consumer behavior is not just a data point, but is the heartbeat of every successful product.

At Kerry, our purpose—Inspiring Food, Nourishing Life— is deeply rooted in this belief. Everything we do begins with the consumer. Science becomes our enabler, allowing us to translate insights into innovative, nutritious solutions that meet evolving needs.

One pivotal moment in my journey was recognizing the power of iterative innovation. By partnering closely with our customers and grounding our work in continuous feedback from consumer research, we have been able to co-create beverage solutions that are not only on-trend but also meaningful. This collaborative, insight-led approach continues to shape how I lead our beverage taste innovation strategy across North America.

2. Given the constant shifts in consumer demands, regulatory environments, and supply dynamics, what major obstacles do you encounter in your role, and what strategies have proven most effective in overcoming them?

The food and beverage industry is constantly evolving, with consumer demands, regulatory landscapes, and supply chain dynamics shift faster than ever. In the past, we could plan five to ten years ahead with confidence. Today, agility is essential. We must be ready to pivot quickly and make informed decisions in real time.

One of the biggest challenges I face is staying ahead of these changes while ensuring our solutions remain relevant and impactful. The most effective strategy has been to stay relentlessly focused on the customer. By designing solutions that are customer-centric and grounded in real-time insights, we are able to adapt as priorities shift. This approach allows us to not only meet current needs but also anticipate future ones, ensuring that our innovations continue to deliver value in a dynamic marketplace.

3. You bring strong food technology marketing knowledge into a commercial leadership role. How do you translate complex food science or ingredient innovation into compelling value propositions that resonate with clients?

At Kerry, we are a science-led organization, and translating complex food science into compelling commercial value starts with confidence in the science itself. Whether it is reducing sugar, lowering sodium, or extending shelf life through natural preservation, our technologies are rooted in advanced biochemistry. But the key is how we frame those capabilities.

It is about finding the right solution for our customers. We position our innovations as answers to real challenges, always emphasizing speed to market, product differentiation, and consumer relevance. These are the levers that resonate most with our clients. We also highlight the broader impact—how our innovations support our sustainability goals by creating solutions that are better for people, society, and the planet.

By connecting scientific depth with strategic outcomes, we turn technical innovation into meaningful value for our customers.

4. Looking ahead, what emerging trends or technologies in the food and nutrition industry excite you the most, and how do you see them impacting your commercial strategies?

Looking ahead, I am particularly excited by technologies that deliver both nutritional and environmental benefits. In other words, what is good for people and good for the planet. At Kerry, we are seeing real momentum in areas like regenerative agriculture and ethical sourcing, which are reshaping how we think about sustainability across the food system.

One standout innovation is sweet modulation technology. It enables significant sugar reduction without compromising taste, improving the nutritional profile of products while also lowering carbon footprint by using less sugar in formulations. Another is natural preservation which involves using fermented ingredients in dairy and bakery applications to extend shelf life. This not only reduces food waste but also supports broader distribution by maintaining freshness naturally.

These technologies are more than scientific breakthroughs and are strategic enablers. They allow us to build commercial strategies that are consumer-relevant, sustainability-driven, and aligned with our customers’ evolving priorities.

5. With your track record of success in sales, marketing, and business development—what advice would you give to the next generation of commercial leaders in the food and beverage space?

My advice to the next generation of commercial leaders in the food and beverage space is to lead with curiosity, purpose, and a deep commitment to your customers. Stay passionate about learning and open to new ideas—this mindset will help you navigate change and uncover opportunities others might miss.

Customer focus has always been my north star. Understand your customers’ priorities, listen actively, and ask thoughtful questions. When you truly grasp their challenges and goals, you can design solutions that not only meet their needs but help them exceed their ambitions.

Collaboration is key—no one succeeds in isolation. Build strong cross-functional relationships and foster a culture of shared ownership. And above all, adopt an entrepreneurial mindset. Act like an owner. This drives a bias for action, encourages accountability, and empowers you to make bold, informed decisions that move the business forward.