Jeff DeRoo

Jeff DeRoo joined Natural Choice Foods in 2024 as Chief Financial Officer, bringing decades of financial leadership and operational expertise to the organization. He is responsible for accounting, financial reporting, treasury, IT, and business operations, playing a central role in shaping business strategy, enhancing operational efficiency, and guiding long-range planning to support NCF’s growth and profitability. Jeff works closely with executive leadership to ensure financial discipline, data-driven decision-making, and scalable infrastructure across the company.

Prior to joining NCF, Jeff spent 26 years at Wolverine Worldwide, where he held senior leadership roles including Vice President of Finance and Operations for multiple branded divisions and Corporate Vice President of Financial Planning & Analysis. His career began at Ernst & Young as a CPA, where he built a strong foundation in financial controls and audit. Jeff holds a Bachelor’s degree from Western Michigan University and is known for his analytical rigor, collaborative leadership style, and ability to translate complex financial insights into actionable business strategies.