Rise Baking Company, a North American provider of high‑quality bakery products, today announced that Mark McNeil has been appointed CEO. McNeil succeeds Brian Zellmer, who has led the company over the past five years of transformational growth.
McNeil is a seasoned food and beverage executive with more than 30 years of cross-functional leadership experience across retail, foodservice, and manufacturing. He has held multiple CEO roles leading private‑label and branded food companies. His background includes senior executive roles at Shearer’s Foods, Bonduelle Americas, Lassonde Pappas, US Foods, Weston Foods, and Loblaw Companies Limited.
Most recently, McNeil served as CEO of Shearer’s Foods, the largest private‑label and contract manufacturer of salty snacks, cookies, and crackers in North America. There, he led a multi‑year value‑creation plan delivering significant revenue and EBITDA expansion while building an autonomous leadership team and deepening customer partnerships. He is recognised for balancing long‑term strategic vision with rigorous operational execution.
The 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.”
Vishal Patel, Partner at Butterfly Equity, added: “Rise has established a powerful foundation built on product excellence, operational sophistication, and deep customer trust. 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 joins Rise at a pivotal moment. In 2024, Platinum Equity and Butterfly announced their acquisition of the company, citing its impressive scale, category leadership, and deep customer relationships. Founded in 2013 and based in Minneapolis, Rise is one of North America’s leading suppliers of cookies, pies, cakes, icings, muffins, crispy bars, and more to in‑store bakeries and foodservice operators. The company has completed ten acquisitions, built a scalable national manufacturing and logistics network, and established a diverse portfolio of trusted bakery brands.
“I am honoured to join Rise at such an exciting time,” said Mark McNeil. “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.”
