This column is part of our Last Word series, which invites noted professionals to provide closing thoughts at the end of each issue of Commercial Baking. See the full issue here.
Xochitl Cruz is the global VP of operations for Bimbo QSR and oversees the company’s global bakery operations, supply chain and business technology. She has been a key figure within Grupo Bimbo and Bimbo Bakeries USA (BBU) since 2004. Cruz is also involved in mentoring and volunteering and previously was the executive sponsor for LevelUp, contributing to the diversity, equity and belonging efforts within BBU.
KANSAS CITY, MO — Reflecting on my year as chair of the American Society of Baking (ASB), I am filled with great pride, gratitude and optimism for the current and future state of this organization. Serving in an industry that is committed to collaborating, networking and thriving professionally has been a privilege.
ASB defined a new strategy to better serve its members. Specifically, it has rebranded and evolved in ways that will take the organization to the next level while honoring its legacy. The board made strategic changes to deliver solutions that provided added value to its members, including online and in-person training resources, equipment certification through an alliance with Bakery Equipment Assessment Group, webinars, the Education Hub and a robust mentoring program.
The BakingTECH Conference, held Feb. 15-18, in Orlando, FL, revealed innovative, disruptive and best-in-class advances. The change in venue reflected ASB’s reinventive mindset, and the reimagined conference features such as the Formulation Floor and Innovation Stations were designed to foster brainstorming and discovery sessions to find new solutions.
This past year, ASB challenged the status quo to break barriers and innovate, pushing boundaries despite the headwinds. The organization is committed to living by its rebranded values, focusing on leading the way for learning and developing resources dedicated to its members and the industry they serve. I am deeply humbled to have served and thrilled for the bright future ahead.
