According to the board of directors, current president and COO Richard S. Krause has been promoted to president [image-nocss] and CEO, and current CEO Domenic M. Antonellis has been promoted to chairman.
In addition, the company announced the appointment of several key leaders who will spearhead the company in the areas of marketing, finance, product innovation and sales.
In December 2007, an affiliate of American Capital Ltd. purchased the New England Confectionery Co. with the goal of revving up the company's innovation and branding engines. According to Jeffrey M. Anapolsky, a member of the company's board, after an extensive search, the board recruited Krause because of his balanced background in both manufacturing and marketing for consumer products companies. After Krause delivered favorable results as Antonellis' COO, the board decided Krause was ready to be promoted to CEO.
"Rich is a world-class business leader with a proven track record for superior results," said Anapolsky. "Under his career leadership, he has led four major organizations through significant growth and repositioning by creating highly competitive management teams, driving robust operational initiatives and instilling an inspirational vision of excellence. Rich is highly qualified to lead our vision for the New England Confectionery Co. by repositioning existing brands with innovative products and packaging, significantly expanded points of distribution and increased relevance to consumers."
The senior team also includes several key executives who will lead New England Confectionery in the areas of marketing, product innovation, finance and sales. The team includes:
David North, CFO. As CFO, North was recruited to offer leadership and expertise in all of New England Confectionery's finance and accounting operations, including financial reporting and strategic planning, to ensure maximum use of company resources. Also, North is responsible for oversight of the company's credit, collections and facilities departments. He comes to New England Confectionery from Fast Search & Transfer. Jacqueline Hague, vice president of marketing. Hague, a leader in iconic brand marketing for nearly two decades, is leading the charge by creating several exciting new initiatives starting with the Sweethearts brand in 2009. The iconic Valentine's Day candy will now see product innovations year-round, including its first extension with the mega-book franchise, Twilight. The new Twilight Sweethearts will debut with the launch of the Twilight DVD in April and feature such sayings as "Bite Me," "Bedazzle" and "Live 4 Ever." In the summer, Sweethearts will offer another dimension themed around American patriotism. Red, White & You Sweethearts will have red, white and blue colors and bold new flavors, and feature such phrases as "Honor," "Proud" and "Thank You." Hague is an award-winning marketer whose extensive experience in the confectionery industry includes 16 years at Mars Snackfood USA. These new executives join New England Confectionery's many existing industry veterans, including Hans Becher, vice president of sales. Becher has been selling the New England Confectionery Company's products for nearly two decades after approximately 10 years with EJ Brach. Becher and his sales team who will continue to drive products into an expanding network of distribution points. The company's brands have been reliable performers in drug stores, mass merchants and dollar stores, it said. Becher and his team will be looking to build upon this successful history by targeting new opportunities with grocery stores, wholesale clubs, convenience stores and specialty retailers. In addition, the sales team recently launched www.neccostore.com for online sales of the company's confectionery items.
And Jeffrey Green, vice president of innovation, is celebrating 25 years at New England Confectionery and has been an essential resource for product development and quality. Most recently, he created Cafe Select Chocolate Coffee Trios, a coffee-flavored malt ball, and five new flavors for Haviland Thin Mints. Green leads the development of new flavors, shapes, sizes and recipes to bring fresh perspectives on traditional favorites. He will also focus on building new product lines through innovation and acquisition.
"Our mission is to take a phenomenal company with iconic brands and use that foundation to build the business to a broader and higher level," said Krause. "In 2009, we are launching several innovative product line extensions for our brands to take advantage of current consumer trends, and will include the expansion of new flavors, new packaging, new formats, and new positioning of our products, which we are now selling in coordinated seasonal and everyday programs."
Revere, Mass.-based New England Confectionery was founded in 1847 and is the longest running, multi-line candy company in the United States. Its brands include Sweethearts, NECCO, Mary Jane, Clark, Haviland, Canada Mints, Skybar, Squirrel Nut Zippers, Cafe Select, Mighty Malts, Candy House, Masterpieces and Candy Cupboard. It also produces private-label products and performs contract manufacturing for other confectionery companies.
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