MooBella, Inc. Names Steve Beck Chief Commercial Officer

July 22, 2014

MooBella, Inc. announced that Steve Beck has been named chief commercial officer. Beck will create and direct commercial and operational strategies for MooBella’s revolutionary foodservice ice cream machines.

According to Bruce Ginsberg, MooBella’s president and CEO, Beck will focus on developing short- and long-term strategies to expand the brand and further penetrate key foodservice channels. “Steve is a seasoned executive who brings significant experience in foodservice equipment development projects, sales, operations, management and strategic business-to- business outreach to his new position with MooBella. He has the skills and background to help us grow within current markets, penetrate new markets, introduce MooBella into new foodservice settings such as quick serve restaurants, convenience stores and other mulit-unit foodservice operations, and contribute to the company‘s senior management team,” said Ginsberg in a prepared statement.

Beck has more than 30 years of experience with a variety of organizations ranging from start-ups, to regional companies, to global conglomerates. Most recently, he served as a senior vice president and member of the executive leadership team at Manitowoc Corp., the global foodservice equipment manufacturer with sales exceeding $1.6 billion. At Manitowoc, Beck was responsible for top-line revenue growth for the America’s region which included the U.S., Canada, and Latin America.

From 2003 to 2005, Beck served as president of Merrychef USA, the designer, manufacturer and supplier of accelerated cooking systems, a pioneer in the application of microwave technology in catering, and the first to produce a microwave accelerated combination oven. While there, Beck introduced accelerated cooking technology in the North American market, created both direct and third party sales models and helped develop product improvement initiatives.

Beck’s background also includes numerous high-level corporate positions in the beverage industry. While at the Polar Corp. and the Pepsi Bottling Group, he focused on developing business processes and operations tools.