Wendy Barth to new role at Rich Products

by Eric Schroeder
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BUFFALO, N.Y. — Wendy Barth, an 11-year veteran of Rich Products Corp., has been named senior vice-president of global marketing at Rich Products. Ms. Barth will be responsible for Rich’s headquarter-based marketing team, which supports Rich’s Asia Pacific, Latin America, Europe/Middle East and South Africa business regions, and she also will assume global accountability for the company’s business intelligence, branding and social media strategies. In addition, she will chair Rich’s U.S./Canada region’s Marketing Leadership Team.

“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,” said Richard Ferranti, executive vice-president and chief operating officer. “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.”

Ms. Barth began her marketing career in 1980 at General Mills, Inc., 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, she was named national director of food service for 7-Eleven and late was promoted to vice-president of marketing for 7-Eleven in 1996.

She joined Ahold Supermarket Group in 1998 as vice-president of marketing for Tops Supermarkets and later was named vice-president, Ahold USA, customer relationship marketing. In 2001, she joined Rich’s as vice-president of the bakery strategic business unit. 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 and development for Rich’s International Business Group in 2007.

Ms. Barth received a bachelor of science degree in business administration from Bucknell University and a master’s in business administration from the University of Michigan.

Ms. Barth’s assignment is 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.

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