Trailblazing Promotion Signals Continued Momentum (Image Credits: Pixabay)
Richvale, Calif. — Lundberg Family Farms elevated Suzanne Sengelmann to chief executive officer, making her the first woman to lead the company in its nearly 90-year history. The promotion followed her successful stint as chief growth officer, during which she spearheaded strategies that accelerated the firm’s regenerative organic initiatives. This leadership transition arrived as the company surpassed key sustainability targets and posted strong sales gains.[1][2]
Trailblazing Promotion Signals Continued Momentum
Suzanne Sengelmann joined Lundberg Family Farms in the fall of 2022 as chief growth officer. She developed an enterprise-wide growth strategy, strengthened the company’s Regenerative Organic Certified positioning, and refined its brand architecture to better connect with consumers.[3] Her efforts built on the firm’s legacy as a pioneer in organic rice, with the first organic crop planted in 1969 and involvement in launching the California Certified Organic Farmers organization in 1973.
Prior to Lundberg, Sengelmann served as CEO of Sensitive Home and chief brand officer at Oh My Green, bringing decades of experience in purpose-driven brand building. She succeeded Craig Stevenson, who had been the company’s first non-family CEO since March 2022. Stevenson came from Scholl’s Wellness Co., where he held the CEO role.[2]
Regenerative Organic Milestone Achieved Early
Lundberg Family Farms exceeded its goal to certify all organic acres as Regenerative Organic Certified (ROC) by 2027. The company and its farm partners now hold ROC status across 100% of 19,000 acres, a full transition completed ahead of schedule.[1] ROC standards exceed USDA Organic requirements, emphasizing soil health, animal welfare, and social fairness.
The firm introduced its first ROC rice products in April 2024. This shift aligned with retailer demands for verified sustainable options. Lundberg positions itself as a leader in transforming rice from a staple to innovative formats like ready-to-heat pouches and snacks.[4]
Bryce Lundberg, vice president of agriculture and a third-generation farmer, highlighted the family’s long-term commitment. “For over 85 years, our family has cared for the land as if our lives depended on it, because they do,” he stated. Earning ROC across organic acres confirmed that stewardship supports business performance.[3]
Robust Sales Growth Validates Strategy
Since launching ROC rice, Lundberg Family Farms recorded 14% year-over-year growth overall, without raising prices relative to organic lines. Packaged rice sales climbed 19% year-over-year, while ready-to-heat rice surged 107% in the natural channel.[1]
ROC products showed 45% year-to-date growth, with a $20 million or 24% increase in retail sales. The company distributes nationally through natural, conventional, and club channels. Partnerships with chains like Sweetgreen and Amy’s Kitchen expanded its reach into better-for-you foodservice.[4]
- Overall YoY growth: 14% since April 2024 ROC launch
- Packaged rice: 19% YoY
- Ready-to-heat rice: 107% YoY in natural channel
- ROC products: 45% YTD, $20M retail sales rise
- Full 19,000 acres ROC certified
Vision for Scaling Sustainability
Sengelmann emphasized the business case for regenerative practices. “It’s an exciting time to take the lead at a company that’s been doing good and doing well for generations,” she said. “As retailers and operators are looking for proof points that sustainability sells, we’re providing the proof.”[1]
The company plans further innovation in formats and occasions, such as the Sweet Cakes snack line using ROC rice. Investments in manufacturing, like color sorters and North American production for ready-to-heat items, support scaling. Lundberg aims to penetrate larger conventional retailers like Kroger and Target while managing growth costs.
Key Takeaways
- Suzanne Sengelmann becomes first female CEO, succeeding non-family leader Craig Stevenson.
- 100% ROC certification on 19,000 acres ahead of 2027 target drives double-digit growth.
- Regenerative strategy proves sustainability boosts sales without price hikes.
Lundberg Family Farms demonstrated that investing in soil, environment, and people yields long-term rewards. Under Sengelmann’s guidance, the company stands poised to redefine rice category standards. What do you think of this leadership shift and regenerative push? Share in the comments.
