THOMASVILLE, GA — In response to evolving trends in the CPG space, Flowers Foods has developed a new executive VP of direct-store distribution (DSD) sales operations position. The company recently announced James Simms has been tapped for the role, which reports directly to Heeth Varnedoe, president and COO.
Simms joins Flowers after two decades at PepsiCo, where he held a variety of sales leadership roles with increasing responsibility, most recently as VP, PepsiCo customer lead. In this role, he was accountable for strategic growth of the company’s total portfolio (Pepsi, Frito-Lay, Quaker Foods, Gatorade, Tropicana) with key retailers.
Prior to his tenure at PepsiCo, Simms held various sales and marketing roles in the foodservice and healthcare industries.
“James brings extensive sales experience and insight into the ever-evolving CPG market to the Flowers team,” Varnedoe said. “His leadership, vision, team building and problem-solving skills will play a pivotal role in the execution of our current and future sales strategies.”
Simms is presently a board member of the Kappa Alpha Psi National Foundation and Corners Outreach, which contributes to the advancement of Metro Atlanta’s underserved students of color by promoting educational and economic opportunities.
Visit the company’s website for more information on Flowers Foods bakery locations, market territory and distribution.
