Kelsey van Musschenbroek
Chairman and CEO
Kelsey was one of the founder directors of Canadean, who set up the company as a specialist strategic “think tank” for the food and drinks industry in 1973. The focus on the beverage industry started in 1976 following consultancy assignments in which it became apparent that accurate market data was difficult to find. The European Soft Drinks Service was launched in 1978.
In the same spirit, the Beer and Wines & Spirits Services were formed in the mid-1980s, and the 1990s saw the launch of the Beverage Packaging Service, and the start of global expansion for all services. In recent years significant investment in IS/IT skills has transformed all Canadean’s beverage databases into interactive market analysis tools, geared to clients’ annual business planning cycles. During his time at Canadean Kelsey has stuck to his belief that “the data is not enough. It’s what you do with it that really matters”.
Born in Medan, Indonesia, Kelsey was educated in South Africa, Holland and Scotland. After graduating from St Andrew’s University, he joined the Financial Times, finishing his time there as Commercial Editor with special responsibility for the international food and drinks industries.