"Daniel has been a thoughtful steward of the Bob's Red Mill brand and understands our consumers, customers, and the opportunities ahead," says Trey Winthrop, CEO 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 VP 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, it says.

"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," says 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 fiftieth 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, it says.

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