SA's General Mills gets new captain

Craig Leathwhite: Aiming to extend his company’s position.

Leathwhite (40), who was formerly General Mills Bakeries and Foodservice manager, and succeeds Tito Wouda to the top position in South Africa, has been with the company since November 2002.

It markets in more than 100 countries and holds the first or second position in virtually every category in which it competes. Its portfolio in South Africa includes Pillsbury muffin, cake and dessert mixes, Häagen-Dazs ice cream, Mexican meals under the Old El Paso brand, Frescarini Pizza, Big T Burgers, Premium Double-Beef Burgers, Nature Valley granola bars and dry baking and dessert mixes for the bakery and food service industry.

“From our perspective, competition is strong and consumers' needs and tastes are never static,” says Leathwhite. He says the company aims to make the South African operation the innovation leader in the South African food market… “We enjoy a strong position in key markets in South Africa and I see us extending that leadership,” he says.

However, while Leathwhite accepts the demands of the new role will be significant, he plans to put every effort into maintaining his physical fitness through his love of mountain biking. “It's a great way to not only keep fit but also to clear your head – all of which does amazing things for one's analysis and decision-making.”