Beyond his professional pursuits, Jesse's passion for speed and racing defined much of his youth.
Bertrand Couture
Ya YA Foods Corp.
Bertrand Couture
Ya YA Foods Corp
Committed to Excellence
In today’s fast-paced and highly competitive business environment, the role of the Chief Financial Officer (CFO) has evolved significantly. No longer solely responsible for managing a company’s finances, the modern CFO is expected to be a strategic partner to the CEO and play a critical role in shaping the organization’s overall business strategy. CFOs are also increasingly being held accountable for managing risk, driving growth and ensuring compliance with regulatory requirements.
One example of a CFO who exemplifies these expectations is Bertrand Couture of Ya YA Foods Corp. As CFO, Couture has been instrumental in overseeing the financial operations of the company, implementing cost-saving measures and driving profitable growth. He plays a key role in developing and executing the company’s strategic initiatives including expanding its product line and geographic footprint. Couture demonstrates a commitment to ethical business practices and ensures that Ya YA Foods Corp. complies with all relevant regulations and standards. Through his leadership, Couture has helped position Ya YA Foods Corp. as a leading player in the highly competitive food industry.
Professional Journey so far
Couture began his professional journey in the Consumer-Packaged Goods (CPG) sector, starting his career at Procter & Gamble Canada. From the start, he was enamored with the fast-paced nature of the industry and its direct and frequent impact it has on people’s daily lives. For most of his career, with the exception of three years in pharmaceutical, he has worked exclusively in the CPG industry.
Couture moved from Quebec City to Toronto two decades ago to kickstart his finance career with the ultimate goal of becoming a CFO. His personal motto has always been to make a positive impact in people’s lives. He shares, “As a CFO, I wholeheartedly accept this responsibility and strive to make a difference every day.”
Leading with Financial Insight
Upon being hired as the CFO of Ya YA Foods Corp., the new Finance in-charge was expected to provide financial planning, analysis and insights to guide strategic decision-making for the future. Drawing from his previous experiences with global companies, Couture introduced several concepts to Ya YA Foods Corp. including customer profitability analysis, customer segmentation and strategic revenue management. “It is imperative to understand the profitability and goals of each customer to achieve success at Ya YA Foods Corp. This understanding laid the groundwork for our customer segmentation work in which we identify strategic and tactical customers and develop specific actions to support our growth aspirations”, he shared. When we asked Couture to talk about any specific financial strategies he implemented at Ya YA Foods Corp. he shared, “I have successfully implemented Strategic Revenue Management by using tools to grow revenue profitably. These include pricing, product mix, customer mix, increased line throughput, re-evaluation of site plans to add more lines and exploration of new formats and categories”. Leveraging these tools in the last eighteen months has positively impacted both sales and profit growth in 2022. These tools have also helped identify the building blocks to grow sales eightfold and profit tenfold by 2026 year-end.
Couture created a full Financial Planning & Analysis team from the ground up since there was only one full time employee spending half their time on FP&A tasks. Today, Ya YA Foods Corp. has a team of five full-time employees dedicated to FP&A who report directly to Couture. His team has introduced several essential concepts such as a five-year strategic plan, profitability analysis of customers and manufacturing lines, customer segmentation, pricing to reflect inflation, headcount reporting and S&OP (Sales & Operation Planning). These concepts provided valuable insights and brought discipline to the organization, contributing to a remarkable +35% increase in EBITDA by the end of 2022. It also enabled the company to identify the necessary building blocks to achieve its vision of becoming the #1 Co-Packer in North America.
Ya YA Foods Corp. is a privately owned company and does not share quarterly earnings targets like public companies. Ya YA Foods Corp. is a co-packer of aseptic food and beverage products including plant-based and high protein beverages, specialty milk and dairy beverages, broths, fruit juices and sports drinks. The Company is focused on long-term strategic growth led by CEO Yahya Abbas with over 30 years of experience and expertise in the beverage and liquid food manufacturing industry. In Feb 2021, Ya YA Foods Corp. was acquired by a private equity firm called E2P – Entrepreneurial Equity Partners. E2P is a firm oriented on creating value via growth which is a point of difference from many other private equity firms that focus on cost cutting. E2P brings together seasoned operating executives and experienced private equity investors in the food industry. Couture is pleased to work with E2P and feels they understand what it takes to win in the food industry. He notes that they have provided 100% support to him and the CEO regarding their growth and expansion strategies.
The power-house team of Couture and Abbas with the support of E2P’s high-talented team and vast network is leading to an exciting road ahead. Abbas regularly updates the team with the latest trends and developments in the industry. “My FP&A team and I use these insights to capture these trends in our strategic plan and update it accordingly to stay ahead of the competition, deliver the best quality product and provide exceptional service and options to our customers” shares Couture while elaborating on how he ensures the company stays in-sync with the changing market trends and demands.
On a Personal Level
Ever since he was a child, Couture has had a fascination with numbers. He recalls playing a baseball game on his Mattel video console which did not keep individual statistics for each player after each game. He would jot down each player’s stats on a piece of paper including singles, doubles, triples, home runs, strikeouts, outs and RBIs then manually calculate all the statistics to rank the players. This passion for numbers continued throughout his education where he initially pursued Actuarial Science. He switched to business management with the intention of pursuing a CPA (Chartered Professional Accountant) designation. His finance teacher’s enthusiasm shifted his focus away from accounting to Investment Banking and Portfolio Management. He then developed a passion for corporate finance after serving as the VP Finance for Université Laval’s student government (CADEUL) for two years. Couture pursued an MBA in Corporate Finance at Université Laval and later secured a job as a Financial Analyst with Procter & Gamble Canada, relocating to Toronto from Quebec City.
Lastly, talking about what Couture took back from the pandemic phase, “The pandemic has been a difficult time for everyone including my family. I lost my job like many others and was unemployed for nine months. I used the opportunity to spend more time with my family. I reflected on my career and also learned new skills such as cooking and renovation painting.”. “The most significant lesson that was reinforced is that my family is the most important part of my life. My wife and I joke that behind every successful man is an exhausted woman. I am not perfect and I make mistakes but I will always do everything in my power to protect and cherish my lovely wife – Rachelle Rodas and my five children”, he concludes.
A Career Advice for all
Couture recently presented a series of career tips to 9th graders who came to Ya YA Foods Corp. He encouraged them to seek out experiences beyond school or work to develop leadership skills. He encouraged them to embrace challenging assignments for personal growth and to seek what drives their passion. Focus on performance and personal development first then money, title and prestige will follow. He also advised that if a job or company is not a good fit, it is important to do what is right for you but to leave professionally without burning bridges. If one ever loses a job, they should use that time to reflect on personal improvement and continue developing themselves for their next opportunity. He concluded that family should always come first. There are countless companies out there and you can always find a new job, but one’s family is irreplaceable.
Company
Ya YA Foods Corp.
Management
Bertrand Couture
Chief Financial Officer
Description
Ya YA Foods Corp. is a privately owned Canadian business with over 30 years experience in beverage and liquid manufacturing. From humble beginnings as a small, privately owned juice company to the versatile beverage and liquid foods manufacturer and co-packer we are today, we have never lost our roots or sacrificed our quality.
Read Magazine
View more profiles
Jack Sharp oversees every aspect of Progressive Screens, from product design to nurturing the company culture.
Burns Virtual Psychological Solutions prioritizes a meticulous approach with each patient, emphasizing quality over quantity.
Earth Retention captured Malia's attention due to the opportunity to address real challenges and implement meaningful changes within the company.
Grace's involvement in implementation projects for strategic clients sparked her interest in the "Field Organization," where she ...
Carina and her staff are essential components of a worldwide family, having joined Hosts Global with pride.
Angela Cherry firmly believes that as long as one is alive, there are endless opportunities for learning and self-improvement.
Beyond her professional avatar as a Boss Woman, Margot is a hardcore pleasure seeker at heart. Anything which guides her away from the mundane way of life,
Valerie Berthereaux feels incredibly fortunate to have a loving and supportive family and friends. Her two children bring her immense pride,
Balancing her personal life with her role as a transformative coach, Jennifer practices what she teaches. She remains true to her values, recognizing the essential.
Passionate about healthy living, Patricia Berrocal, an advocate for balanced well-being, finds joy in activities such as sports, yoga, and skiing.
Committed to both personal and professional development, Paula prioritizes continuous learning to enhance her performance and capabilities.
With a steadfast vision for advancing along this path, Winnie sought counsel from seasoned entrepreneurs.
Renée Dobos has a profound personal connection with the transformative power of education.
From a young age, Christine McGuire drew inspiration from her parents' strong work ethic.
Caroline Alan, not hailing from a scientific or medical background but rather from the tech realm,
In his daily pursuit, James focuses on incremental success, acknowledging that small achievements compound over time.
Frank and his team’s philosophy is to treat the rest of the organization as their clients, and themselves as a key service provider to the company.
At Doppelmayr, Daniela Guerrero has emerged as a trailblazer in this movement.
As a young cross-country skier, Viktoria traveled extensively during weekends for competitions across Finland.
Veronica Boh, a Malaysian of Chinese heritage, spent the early years of her life in the UK, Germany, and Taiwan, returning to Malaysia at the age of five.
Ms. van Teeffelen's early years were truly remarkable, marked by her upbringing as an expatriate child.
Nicole Mauthe was born in November 1978 in a small village in Bavaria, Germany, as the daughter of a carpenter and a technical draughtswoman.
Born and raised in Vienna, Austria, Nicole Lehrer's upbringing already shaped her groundwork for her future mission.
Born in Little Rock, Arkansas, Amber entered the world to a courageous teenage mother who believed that entrusting her child to a more prepared family was the best course of action.
Amidst the vast digital highways of submarine cables, a standout luminary emerges in the exciting world of modern telecommunications.
Persuaded by her experience, Laurel Sim decided to partner with Taleo during a crucial point in her career.
The expertise and guidance of CTOs are vital for companies as they navigate the complexities of the modern digital era.
Luke Marchant stated that his love of technology was sparked at a young age while reflecting on his journey.
Caio Almeida, a pioneer in the field of creative technology, serves as the Chief Technology Officer of OPTO CREATIVE LAB INC.
Tristan McKinney envisions a future for Sofi Exploration that encompasses relentless growth and adaptability.
Being that person who was always interested in sports since his early years, Mike Edwards was appointed as a red shirt for his University Basketball team.
In his role as COO, Kevin has been involved in various aspects, from overseeing expansions into new territories to crafting employee benefit plans.
Dominic Haas leads a youthful and dynamic team at Legacy Network, setting the tone for a culture steeped in growth and entrepreneurial mindset right from inception.
The crucial role played by specialty pharmacy has never been more evident in a time of unheard medical discoveries.
In recent years, there has been an incredible growth in the number of high-quality real estate firms operating worldwide.
During her tenure at the Firm, Ana has assumed diverse roles, finding particular fulfillment through her active participation.
Ana O. Ramirez has vital direct knowledge of the particular requirements of Rhisco’s target market.
As the Director Principal Alison ensures that the workspace is a testament to their ...
Beyond her work at Bonjour et co., Alexandra Kemp leads a social and active lifestyle.
Robert SEREC, the CEO and visionary founder of the White Hydrogen Coalition, is in charge of the organization.
Lorri Haines finds himself amidst the bustling dynamics of a new addition to the household—a baby that has added a layer of busyness to his days.
Under Gert J. Roselt’s leadership, Probe Integrated Mining Technologies has successfully built a dynamic team and a robust network.
Technology offers limitless prospects for Daniel Pizon, a tech fanatic driven by an insatiable quest for innovation and progress.
Scott Berry assumes responsibility for overseeing the agency's service offerings and pricing strategies.
Roger Clements, the driving force behind the marketing and strategy function at Matrix, emphasizes that the measure of success for both himself and his team is crystal clear.
In his marketing strategy, Ori Matarasso places a strong emphasis on executing campaigns at a very specialized level.
Lars feels incredibly privileged to be a member of a remarkably prosperous company that has experienced extraordinary achievements in recent times
As the CMO of RSA-Cannabis, Dylan Mulders has positioned the company as a Registered Financial Service Provider catering to the cannabis industry in Africa and soon globally.
Benedikt Grass, who holds the position of Chief Marketing Officer (CMO) at PassportCard Deutschland GmbH.
A Chinese National by origin, Celina Shi has been living in the UK for the past 13 years. She began her career in Motorola as the Team Lead.
Allan can easily be described as a serial entrepreneur, constantly devising novel solutions to various problems
Alexander Koenig started his career as a consultant at the Boston Consulting Group (BCG) and McKinsey & Co.
As the Managing Director, Mr. McKenna sees himself as a coach who motivates and inspires others.
Prudence Masako faced numerous challenges during her career, but two stood out.
As a co-founder, Ms. Lauren’s main objectives include staying abreast of the latest developments and trends in the education industry.
As a young adult fresh out of college, Kathi Klawitter was eager but unsure of her path.
Anna-Maria Hoffmann oversees the company's efforts to satisfy the mass of orders despite the exclusive and restrictive distribution of the luxury industry.
As a female leader and the CEO of censhare, Esther Donatz believes in creating an environment where all women have the opportunity to succeed.
Zaher El Houssari always begins with a written plan, aiming to minimize unnecessary expenses and prioritize short-term goals.
Yeliz Kalafat's leadership in financial management has been instrumental in driving the company's growth and success.
As the Group CFO for the NIRAS Group, Ms. Christensen is tasked with overseeing the group support functions, including Finance, IT, People Development, and Communication.
Nicolas Dupont ensures that all the lodges and activities in Vaolo’s inventory have undergone a rigorous 15-point evaluation process and have received certification and labeling.
As the Chief Financial Officer, one of Lee’s primary responsibilities is to oversee OnlyFans vast payments network and manage its financial risk exposures.
Henriksson has been with Eton Shirts since 2019 and has been instrumental in leading the brand's financial strategy, driving growth, and implementing operational changes.
As CFO, Couture has been instrumental in overseeing the financial operations of the company, implementing cost-saving measures, and driving profitable growth.
Nadir Causholli has distinguished himself as a dynamic and forward-thinking leader, propelling CFO Pharma to new heights of excellence.
As the CEO of Aparavi Software, Gregor Bieler is leading the company towards change by emphasizing the importance of data management in today's business landscape.
Making remarkable contributions to the software industry, today women leaders are managing some of the most innovative and successful software companies .......
Dr. Eric Leire, the CEO of Genflow Biosciences, is one such leader. He dedicates himself to the development of novel gene-based therapeutics targeting the aging process in dogs and humans.
Vladimir Stulančák venture into this field started in the year 2009, when he was looking for a change from the automotive industry, where he had served for a good amount of time.
Just like any other entrepreneur, for Chris - starting his very own skincare brand has been both the most fulfilling and nerve-wracking experience of his life.
Richard Sarti heads the operations at NODES as the CEO, who is known for his quick yet effective decisions
Dr. Marine Hadengue grew up in the Caribbean Islands and spent more than 15 years residing in Canada and the United States before relocating to the South of France.
A leader in the field of software development should possess a diverse range of skills and qualities to stay ahead in the highly competitive market.
Delmar Assis, who as the CEO of DRZ Corporation is converting regular companies to well-performing data-driven companies. Since its inception - DRZ has made a commitment to transform data....
Peter Nagy is focusing on creating outstanding RPG games, which aligns with his long-standing dream of creating immersive fantasy worlds and adventures.
Edwin Elias is the current Chief Executive Officer of Morupule Coal Mine (MCM) - Botswana, which has a rich history of over 40+ years. The mine currently runs both the underground and opencast operations...
The Entrepreneur's Source (TES) has been the sole Career Ownership Coaching organization for more than 38 years, offering education, awareness, and discovery to countless individuals in...
Professor Petro Terblanche has a successful track record in the strategic and operational management of technology intensive organizations.
Martha Shwartz is a founding partner of Martha Shwartz Partners (MSP), a leading international design practice whose work focuses on regenerating, activating and beautifying natural sites and urban centers.
As the current Vice President and an Executive Board Member of UDN Group, Ms. Cynthia Huang has earned a name for herself as a manager who is more of a friend and a guide to all her colleagues and subordinates.
As the CEO of a non-profit charitable organization called The Open Doors, which for 25 years has been working relentlessly towards helping those individuals and families who find themselves vulnerable in situations,
Ms. Isabel is a strongly passionate individual who leads by example striving to make an impact on teams, business performance and ultimately and most importantly, she says, for patients.
As the CEO of Horizon Empowers, Gretchen Villegas works relentlessly to identify and cater to the unique needs of each individual child within their care, guiding them through the rescue-restore-empower framework.
As the Chief Marketing Officer of ABBYY, Ms. Lukianchuk is the main person in charge of accelerating its growth, well-focused towards exponential business impact.
The CEO and the Founding-Partner of Olympus Marketing, it was always Diana Muniz-Lebrun’s passion to create something that she is really interested in, and in this very pursuit Olympus Marketing was started.
Denise Schuster is a prominent figure in the logistics industry, known for her exceptional leadership and expertise in the field. Schuster has made significant contributions to the industry.
As the Co-Founder & CEO of PitchSee, Nataša Đuričić displays tremendous vigor, passion and support, helping several businesses grow in their own space, and prove their mettle of innovating and outperforming.
Adriana Vadillo currently leads Global Computing, managing the operation and sales, working in the field to identify needs and translate them into business opportunities.
Annie Liao Jones’ story as a capable women leader in marketing, began on these very lines, serving as the Founder and CEO of Rock Candy Media.
Margo attributes the successful resurgence of SEAVIEW LEARNING to her team, Kathryn “Miss Kat” Oteri and Daniel Badger.
A female chemical engineer with two Master’s degrees, a certified Executive Coach and Emotional Intelligence practitioner, a former Fortune 50 executive.
