Rich Products Brings Changes to Direct In-Store Bakery and Deli Business | 2021-04-05


BUFFALO, NY. – Alvino Battistoni was appointed vice president of Rich products‘Activity of direct in-store bakery and delicatessen chains. He succeeds John Wellenzohn, who retired on April 2.

A veteran of the food industry for 25 years, Mr. Battistoni began his career with the family business, Battistoni Italian Specialty Meats, which was acquired by Rich Products in 2005. Since then, he has taken on increasing responsibilities in the management of sales within Rich’s In-Store Bakery. & Deli Direct Chains for the past 10 years. Mr. Battistoni was most recently sales manager for Rich’s Walmart account.

Mr. Wellenzohn is retiring after a 43-year career. He began his career at Rich Products in sales, taking on new roles with increasing importance over the years including that of Regional Manager, National Account Manager and later Vice President of Sales.

Rich Products said Mr. Wellenzohn was known for his “complex knowledge of the food industry, his ability to make connections and his creativity in creating meaningful solutions for customers.” Most recently, he partnered with the Rich’s In-Store Bakery team to launch the Rich’s virtual salon experience instead of the International Dairy Deli Bakery Association’s (IDDBA) annual show in June 2020. According to l Mr. Wellenzohn’s business, leadership and collaboration with colleagues has led to “a new and vibrant customer experience”.

“For over four decades, John has been a leader and driver of our businesses,” said Ray Burke, President and Chief Operating Officer, US Canada Region, Rich Products. “He is loved by clients, brokers and associates and we wish him every success in his next chapter – retirement.”


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