A new brand, new products, and new leaders—oh my! Scharffen Berger Chocolate Maker has pulled back the curtain on its first major brand overhaul in its 25-year history. With this rebrand sparking its next era of growth, the company will also be seeking advancements across its operations, innovations, marketing, sales, and company leadership.
“We are excited to share the next steps in the evolution of the Scharffen Berger brand,” commented General Manager and Chief Financial Officer Chris Spirko. “To date we have been focused on getting our production side squared, ensuring we can deliver the quality and taste profile Scharffen Berger fans remember and deserve. Now we are turning our focus to the demand side of the business, which is going to be bolstered by our updated look, our product innovation, and the incredible talent we have been able to bring into the fold.”
According to a press release, JP Mackey will be leading the next phase of the Scharffen Berger rollout as President and Chief Sales Officer.
“It’s a remarkable opportunity to work with this team of owners and operators to renovate and relaunch a brand with the history, legacy, and future opportunity of Scharffen Berger,” Mackey stated. “I am so proud of the work our team has been able to do in the short time since we as a team put our plans on paper just a handful of months ago. We’ve always had the quality and belief from craft chocolate purists, now we have branding that will stand-out on shelf and in the marketplace that truly reflects the distinctiveness of what Scharffen Berger offers. We’re introducing new product sizes, formats, and concepts that didn’t exist just five or six months ago, allowing the Scharffen Berger brand the ability to bring relevance and incremental sales to existing and new categories. In addition, we are focusing on the foodservice channel in a way that the chocolate quality and experience of Scharffen Berger deserves.”
In addition to Mackey, chocolate maker Ray Major has joined the team, bringing expertise from his role as a specialist in tropical agroforestry, cocoa production, processing, and sustainability.
The company has also bolstered its team with the appointment of two distinguished marketing veterans.
Karin Zannella has been brought aboard as Vice President of Marketing, and Keith Scott as Head of Performance Marketing and E-Commerce.
The supplier has also noted that exciting new product formats will be coming to market starting in fall 2022. To read more about this recent growth, click here.
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