Food service exec promoted at Rich Products

January 17, 2012 Updated Jan 17, 2012 at 9:21 AM EDT

By WKBW News
By Business First by James Fink, Buffalo Business First Reporter

January 17, 2012 Updated Jan 17, 2012 at 9:21 AM EDT

As it continues to revamp its executive level structure, Rich Products Corp. has promoted Wendy Barth as its new senior vice president of global marketing.

Barth's promotion is the latest new appointments made in recent months at Buffalo-based Rich Products, the region's largest privately held company.

Barth has been with the food manufacturer for the past 11 years, coming over from Ahold Supermarket Group where she was Tops Markets' vice president of marketing and, later, Ahold USA's vice president of customer relationship marketing.

In her new role, Barth retains her current responsibilities as leader of Rich's headquarter-based marketing team which supports Rich's Asia Pacific, Latin America, Europe/Middle East and South Africa business regions, and also assumes global accountability for the company's business intelligence, branding and social media strategies. In addition, she will chair Rich's US/Canada region's Marketing Leadership Team. Barth will report to Richard Ferranti, the company's executive vice president and chief operating officer.

"Wendy's new position has great potential to advance marketing-best practices and engender collaboration against high-impact initiatives across the regions here at Rich's," Ferranti said in a prepared release. "Her broad marketing background and recent successes as the leader of our international marketing strategies positions her well for this critical new role for our organization."

Barth's promotion comes as part of a new governance and organizational structure representing a transition from Rich's dual business group structure, North America and International, to one organization consisting of five regional business units: Asia/Pacific, Europe/Middle East, Latin America, South Africa, and U.S./Canada .

"In addition to her broad leadership accountabilities across our business regions, we also will be looking to leverage Wendy's considerable global marketing knowledge and expertise to enhance our company's worldwide leadership position in non-dairy toppings, icings and emulsions," said Ferranti.

Barth began her marketing career in 1980 at General Mills where she was promoted through a series of roles leading the planning and marketing initiatives on a variety of consumer brands such as Wheaties, Golden Grahams, and Fruit Roll-Ups. In 1989, Barth assumed the position as National Director of Food Service for 7-Eleven. She was promoted to Vice President of Marketing for 7-Eleven in 1996.

In 2001, Barth joined Rich's as Bakery Strategic Business Unit vice president. She was promoted to senior vice president of U.S./Canada Marketing in 2004 and then to her most recent position as senior vice president of International Marketing and Research & Development for Rich's International Business Group in 2007.

Barth has a Bachelor of Science in Business Administration from Bucknell University and a Masters in Business Administration from the University of Michigan. She has served as a member of the Board of Directors of the National Association of College and University Food Service (NACUFS) and as the chair of the Women's Foodservice Forum Emerging Leader Programming Committee. She also serves on the Board of Child and Family Services of Western NY where she chairs the Strategic Planning Committee.

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