Rodrigo Troni appointed Sky Valley Foods’ new CEO

Rodrigo Troni, formerly chief marketing and innovation officer of Snyder’s-Lance, Inc., has been tapped to lead Sky Valley Foods as president and chief executive officer. He replaces interim c.e.o. Scott Lurie.

Headquartered in Danville, Virginia, Sky Valley Foods makes natural and organic salad dressings, specialty sauces, condiments and organic sparkling drinks as private brands as well as under the Sky Valley, Organicville and Bella’s brands. The company also co-packs ready-to-drink beverage products in glass or PET bottles.

“I am delighted to join the highly entrepreneurial team at Sky Valley Foods,” Mr. Troni said. “The opportunity for growth in organic brands is phenomenal and totally aligned with consumers preferences for authentic, transparent foods.”

At Snyder’s-Lance, Mr. Troni played a role in the company’s transformation into a better-for-you snacking powerhouse. There, he oversaw significant product renovation and innovation for brands, including Lance, Snyder’s of Hanover and Cape Cod. Prior to joining Snyder’s-Lance in 2013, Mr. Troni led marketing for Birds Eye Foods at Pinnacle Foods Corp. as senior vice-president. He previously was chief marketing officer for Sabra Dipping Co. at PepsiCo. He began his career in 1993 as part of the international division at Cadbury Schweppes, now Mondelez International.

He has a bachelor’s degree in business studies from the University of Greenwich in London and completed the senior management development program at International School of Management in Paris.

“A seasoned leader with a proven track record of success in the consumer-packaged goods industry, there is no doubt that Rodrigo’s extensive experience driving growth, innovation and global mindset will serve as a tremendous asset to our rapidly expanding business,” Mr. Lurie said.

About one-third of Sky Valley’s products are private label, Troni said. The bulk of its production is for Target’s Simply Balanced line.

Creating private brands helps give companies like Sky Valley “a seat at the table” with retailers and more insight into consumers, Troni said. However, he foresees most Americans sticking with branded goods.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.