Key Personnel



Senior Management

E. Terry Groff, Chairman of Reading Bakery Systems, graduated from Lafayette College with a degree in Economics. In 1974, he joined his father, E. I. Groff, in the purchase of Reading Pretzel Machinery Corporation, a small entrepreneurial business founded in 1947 that manufactured pretzel-processing equipment.

Mr. Terry Groff became President and Chief Executive Officer in 1978. Reading Pretzel Machinery Corporation then grew to become the world's leader in high-speed, automatic, pretzel production machinery. By 1997, 85% of all U.S. manufactured pretzels having a sales value in excess of one billion dollars were manufactured on Reading equipment.

In 1999, the company name was changed to Reading Bakery Systems to encompass the baked snack, pet treat, biscuit, and cookie and cracker industries. To fully serve all these areas of the baking industry, in April 2001, Mr. Groff decided to join forces with the Thomas L. Green Company, a worldwide industry leader in biscuit and cracker systems. Since the two companies merged, Reading Bakery Systems has become an industry leader in the pretzel, baked snack, cookie and cracker industries.

Mr. Groff is the holder of eleven US and foreign patents in food machinery design. He has also lectured on pretzel production at the University of Beijing and the American Institute of Baking. He has addressed many groups and associations on the topic of leadership within the organization, entrepreneurship, and "The Main Thing is to Keep the Main Thing the Main Thing."

Joe Zaleski Joseph Zaleski, President of Reading Bakery Systems, graduated from Penn State University with a degree in Engineering and has over 30 years of experience in the baking and snack industries. After serving in the United States Army, Joe joined Reading Bakery Systems in 1990 and was named Vice-President of Engineering in 1996. He was then promoted to Executive Vice President in 1999, and named President in 2009. As President, Joe is tasked with providing a vision for the company moving into the future. He will continue the company's technical leadership edge through partnerships with industry and academia, and finding, evaluating and implementing new technologies. Joe has presented many technical papers at conferences within the cookie, cracker and snack industries. Joe, along with other members of the company, holds numerous patents for innovative designs in food forming and baking machinery.

Chip Czulada Chip Czulada, Executive Vice President and Chief Financial Officer, is a graduate of Lycoming College, Williamsport, PA and has almost 30 years of financial management and manufacturing experience. Chip overseas the daily operations of the company, including, Accounting, Parts Sales/Manufacturing, Information Technology, Human Resources, Reading Thermal and the Science and Innovation Center. Chip is also a Certified Public Accountant.

Travis Getz Travis Getz, Vice President of Operations, graduated from Penn State University with a degree in Electrical Engineering. Mr. Getz joined RBS in 2001 and since then has held positions of increasing responsibility including Electrical Engineer, Project Engineer, Manager of Engineering Operations and Director of Engineering Services. In his current position of Vice President of Operations, Travis is responsible for overseeing Engineering, Manufacturing, Production and Purchasing Departments. Before joining RBS, he served in the US Navy.

David Kuipers David Kuipers, Vice President of Sales and Marketing, is a graduate of Calvin College, Grand Rapids, MI and has nearly 30 years industry experience. Prior to joining Reading Bakery Systems, David was employed by Peters Machinery of Chicago, IL for almost 7 years, where he served as President and Chief Operating Officer within the Peerless Group. David also previously worked for APV Baker in the cookie and cracker division. In addition to directing the sales and marketing efforts, David also remains involved in the majority of international sales of Reading Bakery Systems.

Shawn Moye Shawn Moye, Vice President of Sales, Americas, received his degree in Business from the University of Florida. Since joining RBS in 1999, Shawn has held positions of increasing responsibilty, including Director of Sales, North America and most recently Executive Director of Sales. Prior to working at Reading Bakery Systems, Shawn worked as the Director of Sales, North America for a German baking equipment company. He also served as Maintenance and Engineering Project Manager for two of the largest North American snack and cookie/cracker manufacturers. These positions have provided Shawn with extensive knowledge and insight into multple segments of the baking industry.

Roseann Reinhold, Manager, Human Resources, received her Bachelor of Science degree in Education from Kutztown University. Roseann has been with Reading Bakery Systems since May of 1995. She is the liaison between the President, senior management and the employees of the company, and is responsible for assisting the business in developing a workforce capable of meeting the organization's goals. As Manager of HR, she also provides a full range of human resources services to the company and employees including recruiting, compensation and employee benefits management, employee relations, general employment practices, management practices, staffing and employment, health, safety and security, strategic planning, training and development. Prior to joining Reading Bakery Systems, Roseann worked for Meridian Bank and Kenyon and Eckhardt Advertising, New York City.

Tom Lugar Tom Lugar, Chairman of Thomas L. Green, received a Bachelor of Science Degree in Mechanical Engineering from Purdue University. Prior to working at Thomas L. Green & Company Inc., Tom served in the United States Army, and worked for the Allison's Jet Aircraft Division of General Motors Corporation, in Indianapolis. He joined the Thomas L. Green Company in 1957 as an engineer. The Thomas L. Green Company was established in 1893 by Tom's grandfather and manufactured mixing, processing and baking equipment for companies worldwide for over 100 years. In April 2001, the Thomas L. Green Company merged with Reading Bakery Systems. Tom is also a member of the Biscuit & Cracker Manufacturers Association and Cookie and Snack Bakers Association.

Sales Department

David Kuipers David Kuipers, Vice President of Sales and Marketing, is a graduate of Calvin College, Grand Rapids, MI and has nearly 30 years industry experience. Prior to joining Reading Bakery Systems, David was employed by Peters Machinery of Chicago, IL for almost 7 years, where he served as President and Chief Operating Officer within the Peerless Group. David also previously worked for APV Baker in the cookie and cracker division. In addition to directing the sales and marketing efforts, David also remains involved in the majority of international sales of Reading Bakery Systems.

Shawn Moye Shawn Moye, Vice President of Sales, Americas, received his degree in Business from the University of Florida. Since joining RBS in 1999, Shawn has held positions of increasing responsibilty, including Director of Sales, North America and most recently Executive Director of Sales. Prior to working at Reading Bakery Systems, Shawn worked as the Director of Sales, North America for a German baking equipment company. He also served as Maintenance and Engineering Project Manager for two of the largest North American snack and cookie/cracker manufacturers. These positions have provided Shawn with extensive knowledge and insight into multple segments of the baking industry.

John Eshelman, Director of Pretzel & Snack Machinery Sales, has been with the company since 1992. John has held a number of positions of increasing responsibility at RBS. John has managed the Technical Service Group, served as Factory Manager and later directed the construction and day-to-day operations of the E.I. Groff Technical Center. Most recently, John has held the position of Director of Technical Sales. Prior to joining Reading Bakery Systems, John was a plant manager for Charles Chips.

Scott Hollon, Sales Manager, Latin America Region, joins RBS with nearly 30 years of sales and management experience and 16 years of food industry sales experience in Latin America. Prior to joining RBS, Hollon worked for Heat and Control, Inc., TNA North America, Inc and Spray Dynamics. Scott is a graduate of California State University in Fullerton, Calif. Also, he has completed coursework at the Universidad de las Americas in Puebla, Mexico and is fluent in both Spanish and Portuguese.

Donald Smith Donald Smith, Director of Biscuit, Cookie & Cracker Engineering, received his degree in Mechanical Drafting from Vincennes University. Don began working for Thomas L. Green & Company, Inc. in June of 1976. In April 2001, Thomas L. Green merged with Reading Bakery Systems. Don was the Director of Engineering at Thomas L. Green and is still responsible for all engineering operations at the RBS facility in Indianapolis, IN. Don is an active member of the American Society of Baking and the Society of Manufacturing Engineers.

Jim Warren Jim Warren is Director of Exact Mixing at Reading Bakery Systems. Jim served as co-founder and President of Exact Mixing Systems from 1994 until Exact merged with Reading Bakery Systems in January 2008. Prior to 1994, Jim served as District Engineer for Halliburton Services and was responsible for design of liquid metering and blending systems. He also served as South East Regional Engineer, and later as the Southeast Region Engineering Manager for Air Liquide where he was responsible for the design and sales of cryogenic food freezing systems, and as General Manager for Schroder, Inc, subsidiary of Schroder and Co. of Lubeck, Germany where he was responsible for sales and engineering of Schroder in North and South America including continuous dough mixing systems and continuous margarine and shortening crystallization systems. Jim received his Bachelor of Science degree in Industrial Engineering from the University of Arkansas.

Martin Rafter Martin Rafter is the RBS representative for the United Kingdom & Ireland. Martin is currently the Director of Arrow Design Services Ltd, a company that specializes in the design and build of dough feed and dough forming systems for use in the Industrial Bakery and Snack Food sectors. Martin has an honors degree in Mechanical Engineering and a Masters degree in Business Administration. Prior to starting Arrow Design Services, Martin, worked on Nuclear Reactors and Steam Turbine design in the Electrical Power Industry and for Baker Perkins as Principal Design Engineer, responsible for dough forming machinery design. Martin is a Chartered Engineer and on the Food Engineering Committee of the Institution of Mechanical Engineers, London.

Vincent Pasquini Vincent Pasquini, Pretzel and Snack Technical Sales Engineer, graduated from Penn State University with a Bachelor of Science degree in Mechanical Engineering. Vince uses his extensive technical background as a design engineer with demonstrated sales and communications acumen to provide consultation and support to RBS customers for equipment upgrades and modifications in both the pre‐sale and post‐sales phases. Vince joined RBS in 1993 and since then has held positions of increasing responsibility, including Design Engineer, Senior Design Engineer and Project Engineer. Prior to joining RBS, Vince worked in the confectionary Industry at Hershey Foods. He also holds 3 United States patents in the food industry.

Engineering Project Management

Tremaine Hartranft Tremaine Hartranft, Director of Engineering, received his Bachelor of Science degree in Electro-Mechanical Engineering from Penn State University. Tremaine joined RBS in May 2005 as an Applications Designer, and was promoted to Project Engineer in 2006. As Director of Engineering, Tremaine is now responsible for managing Mechanical Engineering, Electrical Engineering, R&D Engineering and the Project Management Groups. Prior to joining RBS, Tremaine worked at Brentwood Industries as Research & Development Engineer, and at Lucent Technologies as a Process Analyst.

Cameron Johnston, Project Engineer, is a graduate of Penn State with a degree in Mechanical and Electrical Engineering Technology. Cameron joined RBS in 2008 as an intern, and was quickly promoted to Designer, and then, Project Engineer. In his current position, Cameron will focus on developing the Exact continuous mixing product line. He will also manage successful delivery of project deliverables, and control project scope, budget and schedule.

Joseph Cross, Mixing System Manager, is a graduate of the University of Memphis, in Memphis, TN, and has more than 15 years of experience in the mixing systems industry. Joseph is responsible for overseeing all aspects of mixing system projects. He also provides technical expertise and project management for engineering on mixing systems, as well as supporting trials and commissioning new products. Prior to joining RBS, he worked for Airdusco, where he managed capital projects requiring bulk solids handling equipment and dust collection systems. For seven years, Joseph also managed numerous functions for Exact Mixing Systems, including system and equipment engineering, product development, manufacturing, installation, and technical support functions for continuous dough production systems going to industrial bakeries, snack food and pet food manufacturers around the world.

Joe Pocevicius, Project Manager, is a Magna Cum Laude graduate of Pennsylvania State University where he earned a Bachelor's degree with a double major in International Politics and Russian, and a minor in Business. He is fluent in English, Lithuanian and Russian. Joe joined RBS in 2012. In his role as Engineering Project Manager, he will be primarily responsible for RBS projects located in Eastern Europe. His duties will include managing the successful delivery of project deliverables, controlling project scopes, and overseeing budgets and schedules. In addition, Joe will assist in providing training and technical support to RBS customers on the functionality and capabilities of RBS equipment.

Shane Hanlon, Project Manager, joined RBS in 2013. After attending Penn State, Shane embarked on a 22 year career in the plastics industry focusing on extrusion and manufacturing. He was also the National Service Manager for a large injection molding machine manufacturer. In his current position, Shane will manage the success of assigned RBS projects while at the same time continuing to maintain and grow the partnerships with our customers.

Marcelo Morales, Project Manager, has a strong entrepreneurial background. He founded multiple companies in Ecuador from design, development, investment and construction to cabinetry manufacturing, digital printing and graphic arts paper importation. During his career, Morales's focus has been the management of these companies. He is a graduate of the Catholic University of Ecuador (PUCE) in Quito, Ecuador in architecture and engineering, and completed additional coursework in marketing and business studies in Rochester, MN and Portland, OR. Morales joined RBS in 2013 and will be responsible for projects throughout the firm's Latin American Region. He will also manage successful delivery of project machinery, and control project scopes, budgets and schedules.

Science & Innovation Center Staff

Ken Zvoncheck is the Director at Reading Bakery Systems Science & Innovation Center. Ken is responsible for helping customers worldwide develop and optimize baked snack products for commercialization. Ken travels internationally on a regular basis for new line commissioning, process training and product development in the field. Ken joined Reading Bakery Systems in 2003. Prior to that, he served in a number of pretzel and snack manufacturing/R&D capacities for approximately 20 years. He was employed by both Wise Foods, Inc. and Bachman Foods, which are Pennsylvania snack manufacturers. Ken is a graduate of Kutztown University of Pennsylvania and holds various certificates from industry-affiliated organizations.