New role connects commercial strategy, innovation and consumer insights to drive continued growth at the employee-owned company
PORTLAND, Ore., Oct. 21, 2026 /PRNewswire/ — Bob’s Red Mill, a leader in the homemade food movement for nearly 50 years, today announced the promotion of Daniel Barba to Chief Commercial Officer (CCO).
In this newly created role on the brand’s executive leadership team, Barba will lead Bob’s Red Mill’s commercial strategy, taking an enterprise-wide view that connects brand, marketing, sales, customers, consumers and innovation. Working closely with leaders across the business, he will help translate the company’s strategy into profitable growth by expanding its trusted portfolio and developing new products that become enduring pantry staples.
“Daniel has been a thoughtful steward of the Bob’s Red Mill brand and understands our consumers, customers and the opportunities ahead,” said Trey Winthrop, Chief Executive Officer at Bob’s Red Mill. “He brings the enterprise perspective, experience and strategic thinking needed to unite promising ideas with commercial execution, and ultimately create products people know, love and choose again and again.”
Barba has served as Vice President of Marketing since 2024, helping guide Bob’s Red Mill through an evolution of its brand, leading a recent packaging refresh and overseeing Moregetherness, a brand platform celebrating the power of homemade food to bring people together. He has also helped introduce products across categories, including Overnight Protein Oats, new baking mixes and specialty flours, and a reformulation of the brand’s popular Gluten Free 1-to-1 Baking Flour.
Barba’s appointment reflects Bob’s Red Mill’s continued investment in its people, culture and capabilities as the company plans for long-term growth. By bringing its commercial functions together, the company aims to further strengthen its brand, accelerate innovation and bring new products and categories to market more effectively.
“As Bob’s Red Mill enters its next phase, we have an extraordinary opportunity to build on the trust consumers have placed in our brand for generations,” said Barba. “By bringing our teams and capabilities together, we can expand the reach of the products people already love, unlock new opportunities for innovation and inspire even more people to make Bob’s Red Mill part of their everyday lives.”
Founded in 1978 by Bob and Charlee Moore, Bob’s Red Mill has grown to offer more than 200 products spanning oats, flours, whole grains and baking mixes. As the company approaches its 50th anniversary in 2028, it is focused on extending its leadership in core categories, accelerating innovation and thoughtfully expanding its portfolio to serve the evolving needs of consumers.
About Bob’s Red Mill
Simple, authentic and nothing else: Bob’s Red Mill was founded in 1978 with a mission to bring people together with homemade food. Our founders’ commitment to simple ingredients is reflected in our wide range of products, including whole grain oats, flours and baking mixes, made with quality you can see and trust. Today, Bob’s Red Mill is proudly 100% employee owned, milling in Milwaukie, Oregon. Visit BobsRedMill.com for more information.
Media Contact: bobsredmill@360pr.plus
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SOURCE Bob’s Red Mill
