Xochitl Cruz, Vice President-Operations, Bimbo Bakeries USA, was elected as the American Society of Baking’s (ASB) Board Chair. As the largest commercial baking membership society in the United States, the ASB offers insightful thought leadership, comprehensive research on industry trends and workforce development programs and training resources for its more than 300 member companies. 

In the organization’s 100-year history, Cruz is the third woman selected to serve as Board Chair. In her role, she will work with the ASB’s board of directors to advance both the society and the wider baking industry. 

“We are developing mentorship programs where seasoned professionals can share their rich background and experiences to help attract talent and showcase the baking industry as a good place to make a career,” said Cruz.

Catherin Herrera, Director of Baking Technology, Bimbo Bakeries USA and Bimbo Canada was awarded American Society of Baking’s Rising Baker award, one of the highest honors awarded by the organization.

Herrera was recognized for effectively implementing groundbreaking baking processes and contributing to the launch of noteworthy product innovation, supporting commercialization, training with a focus on innovation, organics and more, and inspiring the industry’s next generation by mentoring students at Kansas City State University studying Bakery Science and Management.

The ASB Rising Bakers Award recognizes young professionals who have made outstanding contributions to the wholesale baking industry, shown a dedication to their wholesale baking career and contributed significantly to the profession.