Rise Baking Co. has appointed Mark McNeil as CEO, succeeding Brian Zellmer, who led the Minneapolis-based manufacturer over the past five years.
McNeil is a seasoned food and beverage executive with more than 30 years of cross-functional leadership experience across retail, foodservice and manufacturing. He most recently served as CEO of Shearer’s Foods, the largest private-label and contract manufacturer of salty snacks, cookies and crackers in North America.
McNeil’s background includes senior executive roles at Shearer’s Foods, Bonduelle Americas, Lassonde Pappas, U.S. Foods, Weston Foods and Loblaw Companies Limited.
Founded in 2013 and based in Minneapolis, Rise is one of North America’s leading suppliers of cookies, pies, cakes, icings, muffins and crispy bars to in-store bakeries and foodservice operators.
The company has completed 10 acquisitions, built a scalable national manufacturing and logistics network, and established a diverse portfolio of trusted bakery brands.
Strategic leadership for next chapter
“We believe Mark is exactly the kind of leader who can help accelerate Rise’s next chapter,” said Nathan Eldridge, managing director at Platinum Equity.
“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.”
Platinum Equity and Butterfly acquired the company in 2024, citing its scale, category leadership and customer relationships.
“Rise has established a powerful foundation built on product excellence, operational sophistication, and deep customer trust,” said Vishal Patel, partner at Butterfly Equity.
“Mark’s track record in driving growth and strengthening organizational capability makes him an exceptional choice to lead the company forward. We look forward to partnering closely with him as Rise continues to scale and innovate.”
McNeil said the company has built a reputation for quality, innovation and service.
“Brian and the Rise team have created a powerful platform with tremendous momentum,” he said. “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 leaves strong legacy
Under Zellmer’s leadership, Rise became one of the leading bakery platforms in North America, built an exceptional team and expanded the company’s scale and capabilities through strategic acquisitions.
“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.”
Eldridge acknowledged Zellmer’s contributions: “Brian has done an extraordinary job building Rise into the category leader it is today. 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.”
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