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.”
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, 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, 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, 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, Vice President of Sales, Americas is a graduate of the University of Florida and has nearly 25 years of industry experience. 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 multiple segments of the baking industry.
Jim Warren is Vice President 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.
Mike Johnson, Vice President of Thomas L. Green, attended Purdue University where he studied Mechanical Engineering. He also has a BS in Finance from Indiana University. Mike has been with Thomas L. Green since 1990, when he joined the company as a cost accountant. His position was expanded to director of information systems, and then vice-president of operations overseeing manufacturing. Following the acquisition of Thomas L. Green in 2001, Mike assumed the role of director of the Thomas L. Green facility in Indianapolis, IN and also oversaw manufacturing in Robesonia, PA for several years. Most recently, Mike was executive director of Thomas L. Green with primary responsibilities for the parts operation, roll manufacturing, the assembly of sheeting systems, and the acquisition of components.
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, 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.
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, Scott 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, 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.
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.
Joseph Cross, Product Line Manager, Mixing and Extrusion Technologies, 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 provides sales support, technical expertise, and drives activities for research, product development, and implementation of mixing systems as well as managing the development, release and ongoing support of the High Pressure Extruded Snack System. Joseph joined RBS in 2011 as the Assistant Manager at the Science & Innovation Center and was then promoted to Mixing System Manager in 2013. Prior to joining RBS, he 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. Joseph also worked for three years for Airdusco, where he managed capital projects requiring bulk solids handling equipment and dust collection systems.
Joe Pocevicius, European Sales 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 as Engineering Project Manager, primarily responsible for RBS projects located in Eastern Europe. In his new role, Joe will be responsible for selling RBS equipment and systems and helping direct efforts across the European region, and assisting with trade shows, advertising, technical conferences and other marketing opportunities.
Hassan Harakeh, Sales Manager, Middle East & Africa, is a graduate of the American University of Beirut with a Bachelor’s Degree in Agricultural Engineering, and a Master’s in Food Production and Agricultural Economics. He is fluent in French, Arabic, and English. Prior to joining RBS in 2016, Harakeh was with Reading Bakery System’s parent company, the Markel Food Group, and helped establish Markel’s office and regional presence in Dubai. He worked with the equipment and processes from AMF and Tromp, and also helped RBS in a part-time role. Before that he had held positions with the Malco Group in both Dubai and Lebanon. In his new role, he will be responsible for directing sales efforts of RBS equipment and systems across the region, and assisting with trade shows, advertising, technical conferences and other marketing opportunities.
Engineering Project Management
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, Senior Project Manager, 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 builds and maintains customer relationships, works closely with the RBS sales and engineering team to manage the successful completion of project deliverables, and controls project scope, budget and schedule.
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, Marcelo’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. Marcelo 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.
Michael Snarski, Food Technologist at the Science & Innovation Center, supports new product development and adaptation of existing products to our continuous mixing and new high-pressure extrusion platforms. Michael graduated from Penn State University with a degree in Nutritional Science and prior to joining Reading Bakery Systems, he worked at the Lehigh Valley Dairy as a Laboratory Technician