Bob’s Red Mill Names Daniel Barba to New Chief Commercial Officer Role
The employee-owned whole grains company promoted its marketing vice president, a Coca-Cola and Kellogg veteran, to lead brand, sales and innovation.
Bob’s Red Mill is bringing its brand, sales and innovation teams under one leader. The employee-owned company has created a chief commercial officer role.
TLDR
- Daniel Barba, vice president of marketing, has been promoted to chief commercial officer.
- He previously worked at Coca-Cola, Kashi, Kellogg and Alberto Culver.
- He led launches including Overnight Protein Oats and a reformulated gluten-free baking flour.
- The new role combines brand, marketing, sales and innovation.
The Appointment
Barba joined Bob’s Red Mill as vice president of marketing in mid-2024, Food Business News reported. He led a packaging refresh and launches including Overnight Protein Oats, new baking mixes, specialty flours and a reformulated Gluten Free 1-to-1 Baking Flour. Before that, he spent more than five years at The Coca-Cola Co., most recently as vice president of marketing for its North America West zone.
“Daniel has been a thoughtful steward of the Bob’s Red Mill brand,” said CEO Trey Winthrop.
The Company
Based in Portland, Oregon, Bob’s Red Mill sells more than 200 products across oats, flour, whole grains and baking mixes. The company says the new role is meant to strengthen the brand and bring new products and categories to market.
Why It Matters
Protein oats and gluten-free flour are exactly where whole grain brands see growth. Putting brand, sales and innovation under one leader is a signal that Bob’s Red Mill plans to launch faster into protein, fiber and better-for-you categories.
Source: Food Business News. Read the report.