This Thursday, Grupo Bimbo appointed Alejandro Rodríguez Bas as its new general manager. The change at the top of the Mexican company comes a year and a half after the appointment of Rafael Pamias Romero to the position and the appointment of Daniel Servitje Montull as executive president of the bread company. Bimbo explained in a statement that the change was part of Pamias Romero’s decision to take “a break to address personal and health issues.”
Alejandro Rodríguez Bas will take the operational reins of the company where he has worked since 2021. He was general manager of Barcel – the fried food division of the brand – and is a member of the company’s management committee. Rodríguez Bas is an industrial engineer who graduated from Pan-American University and holds a master’s degree in economics from Harvard. His business management experience is tied to his work at PepsiCo, as well as Grupo LALA, C&S Wholesale Grocers and Acosta Sales and Marketing.
“Alejandro has a results-oriented track record, strong commercial and operational experience and a proven track record of driving the growth of iconic consumer brands. He shares the company’s culture and philosophy with a long-term vision and exceptional leadership,” Servitje commented in a statement. The global bread company, founded in 1945, took a turn last year when Servitje announced it would abandon day-to-day operations to focus on the company’s strategy.
In 2024, Bimbo announced that its goals would focus on leveraging the company’s global expansion, as well as consumer and sustainability decisions. Servitje revealed that the new CEO was “the architect” of the company’s new sustainability strategy. Since then, one of the group’s milestones has been the elimination of artificial colors from its entire product portfolio.
Bimbo is present in 76 countries around the world and operates in 39 countries in America, Europe, Asia and Africa. Servitje is part of the third generation of a company that began on a family scale – his grandfather Juan Servitje, a Catalan emigrant, opened the first bakery called El Molino – and developed on a global scale. Grupo Bimbo achieved a turnover of 20,145 million dollars in 2024, has 245 bread production plants worldwide and is listed on the Mexican Stock Exchange (BMV).
