Xochitl Cruz, the global VP of operations for Bimbo QSR, recently shared her insights as part of the Last Word series in Commercial Baking. With over 15 years of experience within Grupo Bimbo and Bimbo Bakeries USA (BBU), Cruz has been a key figure in overseeing global bakery operations, supply chain, and business technology. Her involvement in mentoring and volunteering, as well as her contributions to diversity, equity, and belonging efforts within BBU, highlight her commitment to driving positive change within the industry.

Reflecting on her year as chair of the American Society of Baking (ASB), Cruz expressed great pride, gratitude, and optimism for the organization’s current and future state. Serving in an industry dedicated to collaboration, networking, and professional growth has been a privilege for Cruz and other industry professionals.

Under Cruz’s leadership, ASB has implemented a new strategy to better serve its members. The organization has undergone a rebranding and evolution process to elevate its offerings while honoring its legacy. Strategic changes, including online and in-person training resources, equipment certification through a partnership with the Bakery Equipment Assessment Group, webinars, the Education Hub, and a robust mentoring program, have been introduced to provide added value to members.

The recent BakingTECH Conference held in Orlando, FL, showcased innovative and disruptive advancements in the baking industry. The conference’s reimagined features, such as the Formulation Floor and Innovation Stations, were designed to encourage collaboration and exploration of new solutions. ASB’s commitment to pushing boundaries and fostering innovation despite challenges demonstrates its dedication to leading the way in learning and resource development for its members and the industry at large.

As ASB continues to challenge the status quo and strive for excellence, Cruz is excited about the organization’s bright future. With a focus on providing valuable resources and opportunities for growth, ASB is poised to continue making a significant impact on the baking industry.

In conclusion, Xochitl Cruz’s reflections on her time as chair of ASB underscore the organization’s commitment to innovation, collaboration, and professional development. With a renewed focus on serving its members and advancing the industry, ASB is well-positioned for continued success in the years to come.