Rich’s Appoints SVP, Customer Experience

As part of an effort to forge deeper connections with customers, Rich Products Corp. has created a new leadership position, SVP, customer experience, and named Ted Rich to take on the role. Rich was most recently managing director of the company’s Europe/Middle East region.

In his new position, Rich (left) will serve as the “voice of the customer” within the organization, spearheading advancement of a distinctive “Rich Experience” strategy, engaging with customers to gain greater insight into company performance and to determine how it can enhance the overall value it provides.

“Ted has established an outstanding reputation as an insightful leader who is exceedingly passionate about Rich’s and the success of our customers,” said Richard Ferranti, EVP and COO at Buffalo, N.Y.-based Rich’s. “This passion, combined with his broad-based knowledge and hands-on experience with customers in markets across the world, makes Ted the ideal candidate for this important new role.”

Earlier in his career, Rich, son of Bob Rich Jr., Rich’s chairman, was the company’s VP of international marketing and business development, and then president of the foodservice division. His roles have also included regional sales manager in foodservice, strategic sourcing manager in procurement, and VP for toppings and icings in North America.

Before joining Rich’s in 1995, Ted Rich worked for the NBA’s Seattle Supersonics as a sales manager. He also has held positions with Northwest Parent Publishing, in Seattle, and the Buffalo-based Travers-Schutte & Co. advertising agency.

The founder of the nondairy segment of the frozen food industry, Rich’s is a leading supplier and solutions provider to the foodservice, in-store bakery and retail marketplaces.