Diversified frozen foods giantRich Products Corp. , Buffalo, N.Y., said it promoted 30-year company veteranKevin Malchoff to its board of directors and named him executive vice president of global business development. In a separate move, Rich's promoted 11-year company veteran Wendy Barthto senior vice president of global marketing.

A $2.9 billion private company, Rich's says it sells more than 2,000 products in 100 countries and employs more than 8,000 associates worldwide. The company is a world leader in non-dairy toppings, icings and other emulsions. Other key product categories include frozen cakes and desserts; pizza, bakery products; breads and rolls; shrimp and seafood; appetizers and snacks; BBQ; meatballs and pasta; and gluten-free and all-natural items.

Malchoff joined Rich’s in 1981 as group product manager in the Bakery/Foodservice Division and advanced to group president for U.S./Canada in 2004; and to group president for Rich’s International Business Group in 2007. Prior to joining Rich’s, he was product manager for General Foods Corporation where he was responsible for Maxwell House Coffee in its foodservice division.

Rich's said Malchoff will lead the company’s efforts to "advance the strategies, capabilities and processes needed to accelerate new business around the globe." Officials note that move comes in the wake of a switch from a dual business group structure (North America, International) -- to a single organization with five regional business units: Asia/Pacific, Europe/Middle East, Latin America, South Africa, and U.S./Canada.

“Kevin has devoted the past five years of his 30-year Rich’s career as the president of the International Business Group," noted President and Chief Executive Officer Bill Gisel. "Under Kevin’s leadership, our businesses outside the U.S. and Canada have driven unprecedented rates of growth and success in emerging markets across the globe."

Malchoff joined Rich’s in 1981 as group product manager in the Bakery/Foodservice Division and advanced to group President for U.S./Canada in 2004, and to group President for Rich’s International Business Group in 2007. Prior to joining Rich’s, he was product manager for General Foods Corporation where he was responsible for Maxwell House Coffee in its foodservice division.

Rich's officials said Barth retains her current responsibilities as leader of Rich’s headquarter-based marketing team, which supports Rich’s Asia Pacific, Latin America, Europe/Middle East and South Africa business regions. Meanwhile, she assumes global accountability for the company’s business intelligence, branding and social media strategies. In addition, she will chair Rich’s US/Canada region’s marketing leadership team.

Barth will report to Richard Ferranti, executive vice president and chief operating officer.

“Wendy’s new position has great potential to advance marketing best practices and engender collaboration against high impact initiatives across the regions here at Rich’s,” said Ferranti. “Her broad marketing background and recent successes as the leader of our international marketing strategies positions her well for this critical new role for our organization.”

Barth began her marketing career in 1980 at General Mills where she was promoted through a series of roles leading the planning and marketing initiatives on a variety of consumer brands such as Wheaties, Golden Grahams, and Fruit Roll-Ups. In 1989, Barth assumed the position as National Director of Food Service for 7-Eleven. She was promoted to Vice President of Marketing for 7-Eleven in 1996.

Barth joined Ahold Supermarket Group in 1998 holding positions first as Vice President of Marketing for Tops Supermarkets, and second as Vice President, Ahold USA, Customer Relationship Marketing.

In 2001, Barth joined Rich’s as the vice president of the Bakery Strategic Business Unit. She was promoted to senior vice president of U.S./Canada Marketing in 2004 and then to her most recent position as senior vice president of international marketing and research & development for Rich’s International Business Group in 2007.