Bob’s Red Mill, the Portland, Oregon-based whole grain and baking brand, has promoted Daniel Barba to chief commercial officer, a newly created role on the executive leadership team.
Barba will lead the company’s commercial strategy, taking an enterprise-wide view that connects brand, marketing, sales, customers, consumers and innovation. Working with leaders across the business, he will help translate strategy into profitable growth by expanding the company’s portfolio and developing new products.
“Daniel has been a thoughtful steward of the Bob’s Red Mill brand and understands our consumers, customers and the opportunities ahead,” said Trey Winthrop, CEO. “He brings the enterprise perspective, experience and strategic thinking needed to unite promising ideas with commercial execution, and ultimately create products people know, love and choose again and again.”
Barba has served as VP of marketing since 2024, helping guide the brand through an evolution that included a recent packaging refresh and the Moregetherness platform, which celebrates the power of homemade food to bring people together. He also helped introduce products including Overnight Protein Oats, new baking mixes and specialty flours, and a reformulation of the brand’s Gluten Free 1-to-1 Baking Flour.
“As Bob’s Red Mill enters its next phase, we have an extraordinary opportunity to build on the trust consumers have placed in our brand for generations,” Barba said. “By bringing our teams and capabilities together, we can expand the reach of the products people already love, unlock new opportunities for innovation and inspire even more people to make Bob’s Red Mill part of their everyday lives.”
The appointment reflects the employee-owned company’s continued investment in its people and capabilities as it plans for long-term growth; by bringing its commercial functions together, Bob’s Red Mill aims to strengthen its brand, accelerate innovation and bring new products and categories to market.
Founded in 1978 by Bob and Charlee Moore, Bob’s Red Mill offers more than 200 products spanning oats, flours, whole grains and baking mixes, milled in Milwaukie, Oregon. The 100 percent employee-owned company approaches its 50th anniversary in 2028.