Rise Baking ushers in new CEO

MINNEAPOLIS — Commercial baker Rise Baking Co. has hired food industry veteran Mark McNeil as chief executive officer, succeeding Brian Zellmer.

McNeil comes to Minneapolis-based Rise Baking after almost five years as CEO of Shearer’s Foods, the largest private label and contract manufacturer of salty snacks, cookies and crackers in North America. At the Massillon, Ohio-based snack maker, he led a multiyear value‑creation plan that boosted revenue and EBITDA growth, bolstered the leadership team and tightened ties with customers, co-owner Platinum Equity said.

“We believe Mark is exactly the kind of leader who can help accelerate Rise’s next chapter,” said Nathan Eldridge, managing director at global investment firm Platinum Equity, which with private equity firm Butterfly Equity acquired Rise Baking in late 2024. “His experience scaling large, complex food businesses, combined with his focus on people, operational excellence and customer partnerships, aligns perfectly with our ambition to expand Rise both organically and through strategic M&A. We are thrilled to welcome him.”

McNeil brings to Rise more than 30 years of cross-functional leadership experience in retail, foodservice and manufacturing, Platinum said. Before Shearer’s, he spent three years as CEO of Bonduelle Americas and nearly five years as president and CEO of Lassonde Pappas. That followed roles as executive vice president of merchandising at US Foods, executive vice president and general manager at Weston Foods, and vice president of merchandising and procurement at Loblaw Cos.

“Mark’s track record in driving growth and strengthening organizational capability makes him an exceptional choice to lead the company forward,” said Vishal Patel, a partner at Butterfly Equity. “We look forward to partnering closely with him as Rise continues to scale and innovate.”

Founded in 2013, Rise fields a product lineup that includes cookies, pies, cakes, icings, muffins, brownies, crispy bars, artisan bread and flatbreads. The company supplies retail bakeries, foodservice operators and food distributors — including national grocery chains, convenience stores, mass merchandisers and quick-service restaurants — across North America.

Platinum noted that Rise has completed 10 acquisitions as well as built a scalable national manufacturing and logistics network and a diverse portfolio of bakery brands. Its brand roster includes names such as Table Talk, Brill, South Coast Baking, Best Maid Cookie Co., Henry & Henry, New French Bakery, Bakestone Brothers and Karp’s. 

“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. Brian and the Rise team have created a powerful platform with tremendous momentum. I look forward to working with our talented employees, customers and new partners at Platinum Equity and Butterfly to unlock the next phase of growth.”

Zellmer has been CEO of Rise since May 2022. He joined the bakery company in September 2021 as chief operating officer from Sweet Harvest Foods, where he spent just over three years as president and chief financial officer. His food industry career also includes roles as CFO of Angie’s Boomchickapop, vice president of finance at Flagstone Foods, finance director at CSM Bakery Supplies North America and finance director at Conagra.

“It’s been the honor of my career to lead Rise Baking Co.,” Zellmer said. “I’m incredibly proud of what our team has accomplished, and I have full confidence in the team as Mark and the company enter its next chapter of growth.”

Platinum credited Zellmer with leading “transformational growth” at Rise that lifted the company into “one of the leading bakery platforms in North America,” as well as with assembling a strong team and expanding the company’s scale and capabilities via strategic acquisitions.

“Brian has done an extraordinary job building Rise into the category leader it is today,” Eldridge said. “He strengthened the company’s foundation, expanded its product capabilities and cultivated a culture of creativity, customer focus and executional excellence. His contributions positioned Rise for continued growth, and we are deeply grateful for his leadership.”