Private-equity-backed Rise Baking Company has announced the appointment of Mark McNeil as its new CEO. McNeil brings over 30 years of experience in the food and beverage industry, covering retail, foodservice, and manufacturing as highlighted in a statement from the US baked-goods group on January 27.
Before joining Rise Baking, McNeil served as CEO of Shearer’s Foods, a US snacks and cookie manufacturer, starting in mid-2021. His earlier roles include senior positions at Bonduelle in the Americas, US private-label drinks manufacturer Lassonde Pappas, and Canadian retail giant Loblaw Companies.
At Rise Baking, McNeil succeeds Brian Zellmer, who has led the company since May 2022. Zellmer transitioned to Rise from Sweet Harvest Foods in September 2021 as COO.
“I am excited about the opportunity to lead this dynamic organization,” McNeil stated. “Brian and the Rise team have built a robust platform with tremendous momentum. I look forward to collaborating with our talented employees, customers, and new partners at Platinum Equity and Butterfly to unlock the next phase of growth.”
Rise Baking caters to retail and foodservice clients in both the US and Canada, offering a diverse portfolio that includes cookies, pies, cakes, snack bars, and muffins. Its brand lineup features Brill, South Coast Baking, the Best Maid Cookie Company, Henry & Henry, New French Bakery, Bakestone Brothers, and Karp’s.
Since its establishment in 2013, Rise Baking has expanded through ten acquisitions, with the most recent being the June 2024 acquisition of Table Talk Pies in Massachusetts. This deal added three manufacturing plants, raising the total number of facilities to 20 across North America.
The ownership structure of Rise Baking shifted in September 2024, when Platinum Equity and Butterfly Equity jointly acquired the company from Olympus Partners, which had been invested since 2018.
Nathan Eldridge, managing director at Platinum Equity, expressed, “We believe Mark is the right leader to accelerate Rise’s next chapter. His expertise in scaling large, complex food businesses aligns perfectly with our ambition to expand Rise both organically and through strategic mergers and acquisitions.”
Vishal Patel, partner at Butterfly Equity, added, “Mark’s proven ability to drive growth and strengthen organizational capabilities makes him an exceptional choice to lead the company into the future.”
This leadership change comes at a crucial time as food and beverage industry trends continue to evolve. Rise Baking is poised to leverage its strengths in the food and drink business to meet emerging consumer trends effectively.
