October 19/Health & Beauty Close-Up -- Veteran food and consumer goods executive Chuck Green has joined Weetabix North America (WNA) as vice president of Sales, the company announced.

In a release, the company noted that Green will play an integral role in the continuing growth of WNA in both the U.S. and Canada.

Weetabix North America is a provider of breakfast and snack products and comprises several distinct brands, including Weetabix (Canadian brand and U.S. cereals), Barbara's Bakery, Barbara's Puffins, Alpen and Nature's Choice.

A senior-level executive, Green brings to WNA a wealth of sales, marketing and operational experience with consumer goods companies in both the public and private sectors, including Unilever Ice Cream North America and Ben & Jerry's Homemade Inc.

Prior to joining WNA, Green served as president and CEO of the Indiana-based Traders Point Creamery, a 100% grass-fed organic dairy featuring a restaurant, retail store and educational facility visited by more than 100,000 guests annually. Before that, he was president and CEO of Brigham's Inc. in Massachusetts, a regional ice cream brand and restaurant chain where he received plaudits from the Wall Street Journal and throughout the industry for the resoundingly successful "Reverse the Curse" ice cream campaign commemorating the long-awaited World Series victory by the Boston Red Sox.

Commented Kent Spalding, VP of Marketing at Weetabix North America, "I'm extremely pleased to welcome Chuck to the Weetabix family as WNA continues to expand in the realms of consumer sales, retail distribution and product development. With his strong track record in the industry and consummate leadership skills, Chuck is a valued addition to the team, and I look forward to working closely with him over the years ahead."

From the October 26, 2009, Prepared Foods E-dition