TRUFF, a premium condiment brand, announced the appointment of Esi Seng as its new Chief Executive Officer (CEO), effective March 3, 2025. This strategic decision was made by the company’s co-founders, Nick Ajluni and Nick Guillen, as part of their vision to propel TRUFF into its next phase of growth, innovation, and success.
Esi is a visionary CPG leader with 20+ years of experience driving exceptional growth and building high-performing teams across North America, Europe, Asia, and Latin America. Esi joins TRUFF from Tate’s Cookies, where she served as CEO for almost 3 years. Prior to Tate’s, Esi was CEO of the leading natural toothpaste brand Tom’s of Maine. As CEO of Tate’s, Esi led the post-Mondelez acquisition to transform Tate’s from a specialty brand to a national brand.
She implemented new commercial capabilities and strategies that significantly increased distribution and delivered double-digit revenue CAGR over three years. As CEO of Tom’s of Maine, Esi reinvigorated the iconic 50+-year-old brand, elevating the Purpose to Purchase model. Under her leadership, the B Corp developed the first-of-its-kind recyclable toothpaste tube, a TIME Magazine Best Invention of 2020, and launched a 100% plastic-free deodorant line. Previously, Esi worked at Colgate, L’Oréal, and MTV Networks.
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“After an extensive search, we couldn’t be more excited to welcome Esi Seng to TRUFF,” said Nick Ajluni, co-founder of the company. “Esi’s experience, vision, and leadership style will be invaluable as we continue to redefine the condiment aisle. Esi has a unique ability to align teams around a shared vision, and we are confident that she will be instrumental in leading TRUFF through its next phase of growth.”
Co-founder Nick Guillen also shared, “Today marks a transformative moment in TRUFF’s journey and the beginning of an exciting new chapter. As we continue to grow and build a best-in-class brand under best-in-class leadership, we are so excited to have Esi leading the way. She is known for establishing a clear, purpose-driven vision, prioritizing people, and achieving commercial excellence. Esi is an expert at scaling powerhouse brands while preserving their true DNA, and we can’t wait for what’s next!”
Esi Seng commented, “I am honored to join the talented team at TRUFF and excited to work alongside the co-founders and the leadership team to build on the company’s impressive foundation. Together, we will continue to drive growth and scale to bring TRUFF’s distinct products to new retailers and households.”
With the addition of Esi Seng as CEO, TRUFF is poised to accelerate its growth and continue to lead in the condiment and hot sauce space.
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