Mark McNeil Takes the Helm at Rise Baking Company as New CEO

Mark McNeil Takes Over as CEO of Rise Baking Company

January 27, 2026, marks a significant change in leadership at Rise Baking Company, as Mark McNeil officially steps into the role of Chief Executive Officer. He takes over the reins from Brian Zellmer, who has helmed the company through a period of substantial growth and transformation over the past five years.

A Leader with Depth of Experience

Mark McNeil brings a wealth of experience to his new position, having accumulated over 30 years in the food and beverage industry. His extensive background encompasses various leadership roles across multiple sectors including retail, foodservice, and manufacturing. Notably, McNeil previously served as CEO of Shearer's Foods, North America's largest manufacturer of private-label salty snacks, cookies, and crackers. During his tenure, he successfully implemented a multi-year strategy that resulted in impressive revenue growth, operational enhancements, and stronger customer partnerships.

Vishal Patel, a partner at Butterfly Equity, expressed confidence in McNeil’s potential to steer Rise Baking Company into its next growth phase. He commented, "With Mark’s proven track record in driving growth and organizational capability, we believe he is the ideal choice to guide Rise forward."

Strategic Vision Aligns with Company Goals

As the bakery industry continues to evolve, having a leader like McNeil, who understands the nuances of scaling complex food businesses, is invaluable. According to Nathan Eldridge, Managing Director at Platinum Equity, they believe McNeil's focus on operational excellence and strong customer relationships aligns with Rise’s aspirations for organic growth and potential strategic mergers and acquisitions (M&A).

Rise Baking Company: A Strong Foundation

Founded in 2013 and headquartered in Minneapolis, Rise Baking Company has established itself as one of North America's leading bakery suppliers. Their product lineup includes a diverse range of baked goods such as cookies, pies, cakes, icing, and other popular treats for in-store bakeries and foodservice operators. The company has achieved remarkable scale and success through ten strategic acquisitions and a robust national manufacturing and logistics infrastructure.

McNeil’s arrival comes at a critical junction for Rise, having been acquired by Platinum Equity and Butterfly Equity in 2024, further bolstering the company’s capacity to lead in the bakery sector. The foundation laid by Zellmer has positioned the company strongly within the industry.

Continuing the Legacy of Excellence

Mark McNeil expressed his enthusiasm about joining Rise at such a pivotal moment, stating, "I am honored to be part of Rise at this exciting time. Brian and the Rise team have built a formidable platform known for quality and innovation, and I am eager to work with our employees, customers, and new partners as we embark on the next chapter of growth."

As McNeil steps into this leadership role, he carries with him the expectation of maintaining and expanding upon the strong legacy established by his predecessor, Brian Zellmer. Under Zellmer’s leadership, Rise became a formidable player in the bakery arena, significantly increasing its scale and capabilities.

Reflecting on his journey as CEO, Zellmer shared his pride in the achievements of the Rise team and expressed confidence in McNeil’s ability to lead the company into its next growth phase. "It has been the honor of my career to lead Rise, and I am incredibly proud of everything our team has accomplished. I fully believe in the team's capability as Mark and the company navigate their next chapter together."

In conclusion, the appointment of Mark McNeil as the new CEO is expected to be a pivotal moment for Rise Baking Company as it continues to scale, innovate, and strengthen its commitment to providing high-quality bakery products. Stakeholders and customers alike look forward to witnessing how McNeil will steer the company towards its ambitious future goals.