“This rebrand marks a pivotal moment for our company as we align our corporate identity with the brand driving our growth, TRUBAR,” Kingsley Ward said. “It’s more than a name change, it reflects our evolution into a focused, disciplined organization committed to scaling a standout brand in the better-for-you snacking space. With Erica leading day-to-day operations as CEO, and my focus shifting to capital markets and corporate strategy as executive chair, we are well-positioned to build long-term shareholder value while continuing to deliver innovative, great-tasting products made with recognizable ingredients.”

Trubar’s updated leadership team includes:

• Laura Freimane, CFO: Freimane is a former controller at VRG Capital, with more than 15 years of extensive experience in operational oversight and financial reporting.
• Kate McDevitt, VP of sales: McDevitt has more than 20 years of sales experience and served as the former director of national accounts at Red Bull, leading the brand’s sales strategy.
• Claire Ughetto, VP of operations: Ughetto holds more than 25 years of supply chain experience in CPG, formerly serving as the global supply chain leader at Mars, Wrigley’s and Kimberly-Clark.
• Luc Francillon, VP of finance: The former CFO of Mars Retail Group touts 30 years of finance experience.
• Natasha Port, VP of marketing: Port, former marketing leader at Bai Beverages and Keurig Dr Pepper, brings 15 years of marketing experience to the role.
• Fernando Massalin, VP of corporate development and investor relations: Massalin, former senior associate at VRG Capital, brings more than 10 years of capital markets and strategic advisory experience.

Trubar’s rebrand and leadership shifts position the company to accelerate its next phase of growth, expand its market presence and drive innovation in the better-for-you snack space.