A Timely Leadership Transition (Image Credits: Unsplash)
Minneapolis — Rise Baking Company appointed Mark McNeil as its new chief executive officer, succeeding Brian Zellmer after a period of substantial expansion.[1][2]
A Timely Leadership Transition
The announcement came on January 27, just months after private equity firms Platinum Equity and Butterfly Equity acquired the company in late 2024.[2] This shift positions Rise Baking for accelerated development at a critical juncture. Investors highlighted McNeil’s fit for steering complex food operations amid ambitions for organic expansion and mergers.[1]
Nathan Eldridge, managing director at Platinum Equity, praised the choice. “We believe Mark is exactly the kind of leader who can help accelerate Rise’s next chapter,” he stated.[1] Vishal Patel, partner at Butterfly Equity, echoed the sentiment, noting McNeil’s growth track record.
McNeil’s Deep Industry Expertise
McNeil brings over 30 years of leadership across retail, foodservice, and manufacturing sectors.[1] He most recently served as CEO of Shearer’s Foods, North America’s largest private-label producer of salty snacks, cookies, and crackers. There, he executed a multi-year plan that drove revenue and EBITDA growth while strengthening teams and customer ties.[2]
Prior roles underscore his versatility:
- CEO of Bonduelle Americas for three years.
- President and CEO of Lassonde Pappas for nearly five years.
- Executive vice president of merchandising at US Foods.
- Executive vice president and general manager at Weston Foods.
- Vice president of merchandising and procurement at Loblaw Companies Limited.
“I am honored to join Rise at such an exciting time,” McNeil said. “The company has built an exceptional reputation for quality, innovation, and service.”[1]
Zellmer’s Foundation of Success
Brian Zellmer led Rise as CEO since May 2022, following his start as chief operating officer in September 2021. Under his guidance, the firm completed 10 acquisitions and developed a national manufacturing network.[2] He transformed Rise into a top North American bakery platform with expanded capabilities and a strong culture.
Eldridge commended Zellmer’s contributions. “Brian has done an extraordinary job building Rise into the category leader it is today,” he remarked.[1] Zellmer reflected, “It’s been the honor of my career to lead Rise Baking Company. I’m incredibly proud of what our team has accomplished.”[2]
Rise Baking’s Product Powerhouse
Founded in 2013, Rise Baking has grown into a key supplier for in-store bakeries, foodservice, and distributors across North America.[3] Its portfolio features a wide array of items tailored for national grocers, convenience stores, and quick-service outlets.
Core offerings include:
- Cookies and cookie dough.
- Pies and cakes.
- Muffins, brownies, and crispy bars.
- Breads, flatbreads, and artisan varieties.
- Icings, fillings, glazes, and toppings.
Trusted brands such as New French Bakery, Best Maid Cookie Co., Brill, and South Coast Baking bolster its market presence.[2]
Charting Expansion Ahead
With Platinum and Butterfly’s backing, Rise eyes further scaling through innovation and deals. McNeil’s operational focus promises to enhance customer partnerships and execution.[4] The company’s customer-first approach and quality commitment set a solid stage for this phase.
Read the full announcement for more details.[1]
Key Takeaways
- Mark McNeil succeeds Brian Zellmer, leveraging 30+ years in food leadership.
- Rise Baking, post-10 acquisitions, targets organic and M&A growth under new owners.
- Strong product lineup positions the firm as a bakery sector leader.
This CEO change reinforces Rise Baking’s trajectory as an industry powerhouse. What implications do you see for the bakery market? Share your thoughts in the comments.
