Holland America Names van der Werff as VP of Food and Beverage

Frits van der Werff

Frits van der WerfHolland America Line has named Frits van der Werff to the position of vice president, food and beverage within the Guest Experience and Product Development Department.

In this role, van der Werff will oversee all of the culinary operations as well as manage beverage operations for the Holland America Line fleet, including revenue activities, product innovation and service.

The Netherlands native, who will be based in Seattle at the Holland America Line headquarters, will report to Michael Smith, senior vice president, guest experience and product development, as well as have reporting responsibilities to Paul Goodwin, executive vice president, onboard revenue and port/shore operations, for Holland America Group.

“Holland America Line is highly respected for the culinary and beverage experiences onboard our ships, and we’re thrilled to have someone of Frits’ caliber join our team in this leadership role,” said Smith. “Frits brings a wealth of high-end food and beverage and cruise experience to our company, and we look forward to tapping into his knowledge and expertise as we continue to evolve our brand and our food and beverage offerings.”

Most recently van der Werff was brand performance director at MSC Cruises, where he was the project leader for food and beverage and hotel operations in the North American market. Additional cruise line experience includes director, restaurant operations and development at Norwegian Cruise Line.

Van der Werff has extensive experience outside of the cruise industry, having served as director of operations for Fisher Island Club on Florida’s most exclusive private island; director of food and beverage for both the St. Regis Resort & Spas in Aspen, Colorado, and Fort Lauderdale, Florida; and director of food and beverage for One Bal Harbour Resort and Spa in Miami, Florida.

Van der Werff holds a Bachelor of International Hospitality Management degree from Stenden University in the Netherlands.

Cruise Industry News Email Alerts

Cruise Industry News Email Alerts



Get the latest breaking cruise newsSign up.


54 Ships | 122,002 Berths | $36 Billion | View

New 2024 Drydock REPORT


  • Mkt. Overview
  • Record Year
  • Refit Schedule
  • 120 Pages
  • PDF Download
  • Order Today
New 2024 Annual Report


  • 2033 Industry Outlook 
  • All Operators
  • Easy to Use
  • Pre-Order Offer
  • Order Today