Medfield Resident Named MooBella's Chief Commercial Officer

MooBella, Inc., the company which marries innovative technology with ice cream, the world’s most popular dessert, recently announced that Medfield resident Steve Beck has been named Chief Commercial Officer. Beck will create and direct commercial and operational strategies for MooBella’s revolutionary foodservice ice cream machines. 

According to Bruce Ginsberg, MooBella’s president and CEO, Beck will focus on developing short- and long-term strategies to expand the brand and further penetrate key foodservice channels.  

“Steve is a seasoned executive who brings signficant experience in foodservice equipment development projects, sales, operations, management and strategic business-to-business outreach to his new position with MooBella," Ginsberg said. "He has the skills and background to help us grow within current markets, penetrate new markets, introduce MooBella into new foodservice settings such as quick serve restaurants, convenience stores and other mulit-unit foodservice operations, and contribute to the company‘s senior management team.”

With MooBella, consumers can choose from 96 possible combinations via computer touch screen, and in three easy steps, make their own ice cream from a menu of two varieties (e.g., Premium and Light), 12 flavors and three mix-ins.  MooBella is made from all natural, real dairy ingredients, is certified kosher and is transfat- and rBGH-free. Equally important, MooBella Premium is 90 percent fat free and only 230 calories per 4.5 oz. scoop and the Light ice cream is 95 percent fat free and only 200 calories per 4.5 oz scoop.

The MooBella Ice Creamery—which has been designed for ease of use by both consumers and foodservice operators alike—is also very space efficient. At less than 10 square feet, it is about the size of a household refrigerator.

Beck has more than 30 years of experience with a variety of organizations ranging from start-ups, to regional companies, to  global conglomerates. Most recently, he served as a Senior Vice President and member of the Executive Leadership Team at Manitowoc Corporation, the leading global foodservice equipment manufacturer with sales exceeding $1.6 billion. At Manitowoc, Beck was responsible for top-line revenue growth for the America’s region, which included the U.S., Canada, and Latin America. 

From 2003 to 2005, Beck served as President of Merrychef USA, the world’s leading designer, manufacturer and supplier of accelerated cooking systems, a pioneer in the application of microwave technology in catering, and the first to produce a microwave accelerated combination oven. While there, Beck introduced accelerated cooking technology in the North American market, created both direct and third party sales models and helped develop product improvement initiatives.

Beck’s background also includes numerous high-level corporate positions in the beverage industry. While at the Polar Corporation and the Pepsi Bottling Group, he focused on developing business processes and operations tools.

Beck earned a B.A. in economics from Bucknell University.