Milling & Baking News - January 5, 2016 - 16

People X

Alfonso Argudin to vice-president
of global marketing at Bimbo
MEXICO CITY - Grupo Bimbo
S.A.B. de C.V. has announced a
change at the top of its global marketing executive lineup. Alfonso Argudin has been promoted to vice-president of global marketing. Paco Casa,
the company's chief marketing officer,
is leaving Bimbo this month.
In his new position, Mr. Argudin
will report to Pablo Elizondo, executive vice-president of Grupo Bimbo.
Since May 2014, Mr. Argudin held
the title of commercial vice-president -
brand manager for bread and pastries at
Grupo Bimbo. He joined the company
in 2009 as a marketing manager and a
year later was named national sales director - modern channel. From January

2012 until April 2014, Mr. Argudin was
in Buenos Aires, Argentina, as marketing vice-president for South America.
Earlier in his career, Mr. Argudin

held positions with Colgate Palmolive (group brand manager), Nestle
S.A. (consumer marketing manager)
and, dating back to 2001, ACNielsen
(client executive).
A graduate of Universitas de las
Americas in Puebla, Mexico, Mr.

John Sheptor to lead Mary's
Gone Crackers as c.e.o.
GRIDLEY, CALIF. - John Sheptor has
been named chief executive officer of
Mary's Gone Crackers, a manufacturer
of organic and free-from crackers and
snacks. Mr. Sheptor was previously
c.e.o. and president of Imperial Sugar.
"John arrives at a pivotal moment

in our history," said Mary Waldner,
co-founder of the company. "We're
poised to grow significantly and are
confident that the customer focus,
supply chain intelligence and manufacturing excellence John brings will
add greatly to our future successes."

Argudin holds a degree in hotel
management.
Mr. Casa has been with Grupo Bimbo as c.m.o. for three years. Before
that, he was c.m.o. for Bimbo Iberia, a
business acquired by Grupo Bimbo in
late 2011. For 11 years before that, Mr.
Casa held numerous positions at Sara
Lee Corp. (and then Hillshire Brands,
which was a Sara Lee spin-off) in
Europe, including marketing director for the global brand Ambi Pur, a
house fragrances business, and president of the Kiwi shoe polish business.
He was c.m.o. of Bakery Europe, the
former Sara Lee Iberian baking business, from July 2008 until November
2011. Earlier in his career, he held
positions at Schwarzkopf & Henkel
Cosmetics in Barcelona, Spain, and at
Hans Schwarzkopf GmbH & CoKG in
Hamburg, Germany. MBN
Mr. Sheptor's business career spans
many diverse industries, including
agriculture, food ingredients, pharmaceuticals and health care among
others.
"The opportunity to create and
implement sustainable improvement
systems at Mary's Gone Crackers excites me," he said. "In my opinion,
profit with purpose initiatives is the
future of this business." MBN

Financial Results X

Krispy Kreme Panthers promotion
helps lift quarterly financials
WINSTON-SALEM, N.C. - The success
of the National Football League's Carolina Panthers has scored big for Krispy
Kreme Doughnuts, Inc.
As part of its "special occasion days,"
Krispy Kreme celebrates a Carolina
Panthers win by offering guests a dozen original glazed donuts for $3.99 one
day the week following the win. With
15 wins so far this season, the Panthers'
success has "turned into a real marketing success for us," said Tony Thompson, president and chief executive officer of Krispy Kreme, during a Dec. 8
conference call with analysts to discuss
third-quarter results.
In addition to its Panthers' marketing
event, Mr. Thompson said Krispy Kreme
participated in Talk Like a Pirate Day in
September. As part of the event, Krispy
Kreme offered a free dozen original
16 / January 5, 2016 XMilling & Baking News

glazed donuts to guests who dressed like
a pirate, or a free donut if guests talked
like a pirate. Later in September the company celebrated National Coffee Day
with a free cup of Krispy Kreme coffee
and a free original glazed donut.
"Special event days like these are designed to build greater brand awareness," Mr. Thompson said.
The special event days helped Krispy
Kreme turn in third-quarter results in
line with expectations. Net income in
the quarter ended Nov. 1 was $7,568,000,
equal to 12c per share on the common
stock, down 7% from $8,106,000, or 12c
per share, in the same period a year
ago. Revenues increased nearly 5% to
$128,544,000 from $122,871,000.
"Domestic comp sales were positive
3.4%, consisting of a 2.8% gain at company shops and a 3.8% gain at franchise

shops, while both included positive traffic," Mr. Thompson said. "Internationally, we continued to experience significant expansion. Company stores segment
contribution margin improved during
the third quarter, as commodity costs
remained lower year-over-year. We remain focused on the appropriate balance
between promotional incentives to drive
traffic and increase profitability."
From a unit development standpoint,
Krispy Kreme added 39 net shops worldwide during the third quarter, including 2
additional company shops. The company
remains on pace to open more than 130 net
new shops worldwide during fiscal 2016.
"Domestically, we've refined our site
selection process and continue evolving
and improving the economics on our
small retail shop model, with a focus on
revenues, margin and lower investment
costs," Mr. Thompson said. "Internationally, we continued expanding in existing
markets, while also opening in a number
of new countries." MBN
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Milling & Baking News - January 5, 2016

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