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Issue Date: Vol. 51, No. 12, December 2011, Posted On: 11/10/2011

Sara Lee Names Ingrid Baron Chief Marketing Officer Of CoffeeCo

Emily Jed
Ingrid Baron, Sara Lee, CoffeeCo, Douwe Egberts, Senseo, Pickwick, Maison du Café, L'Or, Café Pilão, Marcilla, office coffee service, OCS, vending, food service, Jan Bennink, Michiel Herkemij

UTRECHT, The Netherlands -- Sara Lee has named Ingrid Baron chief marketing officer of its international beverage business. She will also serve as chief marketing officer of CoffeeCo once it is spun off from Sara Lee Corp. in the first half of 2012.

Baron will be in charge of driving brand strategy for CoffeeCo's brands, which will include Douwe Egberts, Senseo, Pickwick, Maison du Café, L'Or, Café Pilão and Marcilla.

An industrial designer by background, Baron joins Sara Lee from IDEO, a design agency, and managed its London office. Prior to that, she held positions of increasing responsibility at Electrolux AB in the U.S. and Sweden.

Sara Lee executive chairman Jan Bennink said Baron's design and innovation skills will help CoffeeCo "build a new marketing culture focused on bringing exciting products to market at greater speed and with bigger impact."

Baron will report to Michiel Herkemij, who will succeed Bennick as chief executive on Dec. 1.

In January, Sara Lee announced that it will divide the company into two publicly traded companies. CoffeeCo will focus on the international coffee and tea market and the other company, not yet named, will be devoted to the North American meats business, including the Jimmy Dean, Ball Park and Hillshire Farms brands.

Sara Lee has divested several businesses over the last decade to focus on its food and coffee divisions. Last month, the company announced plans to sell its foodservice coffee and tea business to J.M. Smucker Co. It also said it will discontinue its Senseo single-cup brewers in North America. | SEE STORY

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