Eyes on the prize: Jorge Zarate’s IBIE mentality

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Eyes on the prize: Jorge Zarate’s IBIE mentality

14 Sep 2025

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

KANSAS CITY, MO — As the years roll on and responsibilities build, Jorge Zarate, chief supply chain officer for Mexico City-based Grupo Bimbo and IBIE 2025 committee chair, recognizes that commitments to global operations and leading IBIE limit the time he has for mentorship. However, he keeps a constant eye out for hungry talent, whether it’s in one of Grupo Bimbo’s 223 bakeries, a company town hall meeting or at an IBIE-related event. Because, to him, leadership in the industry requires an investment in future talent. In fact, IBIE committee members also volunteer as mentors for the IBIE Student Immersion program.

“Wherever I go, I have a responsibility to hear what the younger people are doing,” Zarate said. “It used to be easier to find and develop talent, but now we are all just so busy with so many things that we’re losing out on that. It’s important to spend time with the next generation and teach them your point of view so they can form their own.”

Throughout his career, where he has held Grupo Bimbo leadership positions in Mexico, Argentina and China, Zarate has seen consumer shifts and economic downturns impact the market in a variety of ways. He has experienced firsthand the challenge of maintaining volume without damaging quality.

His experience in supply chain and procurement strategy, as well as understanding the value of supplier partnerships, has created a solid framework for his position as committee chair for IBIE 2025, a year when economic uncertainty prevails.

Though the saying goes that challenges turn into opportunities, most would agree there are some challenges the industry would rather do without. That said, Zarate relies on his foundational principle: learning.

“The secret is to understand exactly what is happening and how it will affect your markets,” he said. “Because that’s what your consumer will be facing. We have to go beyond thinking about and adjusting to the current situation; we have to somehow be able to anticipate what’s going to happen and navigate it. Some things you can’t control, but you have to navigate them so you can find areas of growth.”

The time is now

Amid everything now impacting the industry, navigating challenges requires productivity, efficiency and waste reduction at every point across the value chain.

“Reducing waste in the value chain, including areas such as production waste and transportation waste, is critical,” Zarate said. “These kinds of efficiency can increase margins and allow reinvestment back into the market we’re trying to grow.”

Those opportunities are everywhere, as long as the industry is open to new ideas and willing to challenge the status quo. But, Zarate warned, that can’t happen without strong commitment and high engagement.

“This is the time when you have to stay close to the market, your operations and distribution centers,” he said. “When you understand exactly what’s going on, you can find pockets of productivity that lead to growth.”

Despite the current upheaval and uncertainty, there’s no better time than this IBIE year to engage all levels of the baking industry to identify new solutions. With Zarate at the helm, the planning committee — composed of bakers and suppliers — brings a wealth of industry knowledge to the show, ensuring those solutions can be found.

“Our next generation has the power to change their companies and the industry faster than we ever did, when they learn from the past and apply those lessons with their own view of the world today.” — Jorge Zarate | chief supply chain officer | Grupo Bimbo

While Zarate’s years of experience allow him to understand the industry’s most critical needs, his people-first mentality and focus on diversity of thought provide him with a 360-degree perspective to tackle issues from every vantage point.

“We have a tremendous, very knowledgeable committee,” he said. “They all have decades of industry experience and have been involved with the Expo for several show cycles. That’s how we’ve been improving, cycle by cycle. We have a team with different specialties who are willing to explain their points of view to help everyone find solutions.”

Zarate’s view of the market also enables him to understand immediate and potential impacts current global changes are having on North American bakery operations. To that end, he has emphasized IBIE’s international growth, including Central and South America. And as IBIEducate continues its expansion, the program will not only offer more live presentations in Spanish but also include access to translation into more than 60 languages through a free app.

“Our 2025 initiatives will allow us to better serve our international attendees and exhibitors,” Zarate said. “We must always be innovating to ensure a great experience for participants. We can do that by leveraging new technologies and tools, as well as offering the International Delegation Program and exciting ways to compete in areas like the Panettone World Cup. All in all, we’re making IBIE even more accessible and engaging for the global baking community.”

Charting the course

From serving on the AIB board of trustees to serving as board chair for the American Society of Baking —not to mention participating in nearly every conceivable industry event — Zarate’s global mindset and industry involvement don’t just benefit IBIE. He also emphasized the tangible benefits of individual participation … and why it requires leadership support.

“Throughout its history, my company has been represented in the industry,” Zarate said. “From the time I began my participation, Daniel [Servitje, former Grupo Bimbo CEO and third generation of family ownership] told me, ‘You need to be out there in the industry because the industry becomes greater that way. Always be sure to do what you can and share what you can.’”

As the commercial baking industry prepares to gather again in Las Vegas for the Baking Expo, Zarate plans to leverage his career and Expo experience to focus on the future for the next generation.

“This is a beautiful industry,” he said. “My hope for our young leaders is that they will not be afraid to take on new opportunities, to approach current leaders with open ears and open eyes. Our next generation has the power to change their companies and the industry faster than we ever did, when they learn from the past and apply those lessons with their own view of the world today.”

This story has been adapted from the Avant Food Media’s 2025 IBIE Show Issue. Read the full story in the digital edition here.

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