The confectionery industry continues to evolve rapidly, and strategic leadership appointments can signal significant shifts in how legacy brands approach modern retail challenges. Just Born Quality Confections, the family-owned manufacturer behind some of America's most beloved candy brands, has made a pivotal move by appointing Matt Butkus as Head of Sales, effective December 1, 2025.
This appointment represents more than just a personnel change: it's a strategic investment in growth and innovation for a company that has been creating joyful moments for over a century. For food and beverage professionals watching industry trends, Butkus's arrival at Just Born offers valuable insights into how established CPG companies are positioning themselves for future success.
A Proven Track Record in Consumer Packaged Goods
Matt Butkus brings more than two decades of leadership experience in the consumer packaged goods sector, with a proven record that should resonate with food and beverage executives facing similar market pressures. His strategic approach to driving sales growth, building high-performing teams, and strengthening retailer partnerships across mass, grocery, drug, and specialty channels demonstrates the kind of versatile leadership that modern F&B companies require.
"Matt's strategic approach and collaborative leadership style make him an outstanding addition to our team," said Meenakshi Trehan, Chief Growth Officer at Just Born. "His passion for empowering teams and fostering innovation will help guide us as we strengthen our presence across channels and pursue new growth opportunities."
Most recently, Butkus led the sales team at hello brand, a Colgate-Palmolive subsidiary, where he achieved remarkable results: delivering growth five times faster than the category average while deepening relationships with top retail partners. This performance metric is particularly impressive in today's competitive retail landscape, where food and beverage companies are fighting for shelf space and consumer attention.
Strategic Retail Partnership Building
The food and beverage industry has witnessed dramatic changes in retail partnerships over the past few years, from the rise of e-commerce to shifting consumer shopping behaviors. Butkus's experience navigating these waters includes senior roles at Colgate-Palmolive, where he served as Director of Business Development for Oral Care and Senior Sales Team Lead for Kroger.
His track record of consistently delivering market share gains and exceeding both top- and bottom-line goals through strategic execution and collaboration speaks to the kind of results-driven leadership that food and beverage companies need. For procurement directors and foodservice executives, Butkus's approach to retailer relationships offers a model for how modern CPG leaders build sustainable partnerships.
Smooth Leadership Transition in the Food Industry
One of the most challenging aspects of executive transitions in the food and beverage sector is maintaining continuity while introducing fresh perspectives. Just Born has managed this balance thoughtfully by ensuring that Frank Amato, who has served in sales leadership roles for more than two decades, will work closely with Butkus to ensure a smooth transition before his retirement on January 5, 2026.
"Frank's leadership and commitment have made a lasting impact on our business and culture," added Trehan. "We are deeply grateful for his contributions and wish him the very best in his retirement."
This 21-year tenure represents the kind of institutional knowledge that's invaluable in the confectionery industry, where brand loyalty and retail relationships are built over decades. The planned transition period allows for knowledge transfer while giving Butkus the foundation he needs to build upon established successes.
The Power of Iconic Food and Beverage Brands
Just Born's portfolio represents a masterclass in brand management and consumer loyalty. The company's iconic brands: PEEPS®, MIKE AND IKE®, HOT TAMALES®, and GOLDENBERG'S PEANUT CHEWS®: have remained relevant across generations, a feat that many food and beverage companies struggle to achieve in today's rapidly changing market.
For food and beverage professionals, Just Born's approach offers valuable lessons in brand stewardship. The company has maintained the authenticity of these beloved brands while adapting to modern consumer preferences and retail environments. This balance between tradition and innovation is something that resonates throughout the food service industry, where operators must honor classic favorites while introducing new menu innovations.
The PEEPS brand alone has become a cultural phenomenon, extending far beyond traditional confectionery into seasonal celebrations and social media trends. This kind of brand extension and cultural relevance demonstrates the potential for food and beverage companies to think beyond traditional product boundaries.
Community Leadership and Corporate Values
What sets Butkus apart as a leader in the food and beverage sector isn't just his professional achievements: it's his commitment to community engagement and corporate responsibility. His active volunteer work with Habitat for Humanity and Feed My Starving Children reflects values that align with Just Born's mission to "create joyful moments and stronger communities."
This alignment is particularly relevant for today's food and beverage companies, where stakeholders increasingly expect corporate leaders to demonstrate social responsibility. For hospitality managers and foodservice executives, Butkus's community involvement represents the kind of authentic leadership that resonates with both employees and consumers.
Strategic Implications for the Confectionery Market
Butkus's appointment comes at a critical time for the confectionery industry, which faces unique challenges including changing consumer health preferences, supply chain complexities, and evolving retail landscapes. His experience in driving category-outperforming growth suggests that Just Born is positioning itself to not just maintain market share but to actively pursue expansion opportunities.
For food and beverage professionals, this appointment signals several important trends:
Channel Diversification: Butkus's experience across mass, grocery, drug, and specialty channels indicates that successful CPG companies must maintain strong relationships across all retail formats.
Innovation-Driven Growth: His track record of fostering innovation while building teams suggests that traditional confectionery brands can achieve growth through both product innovation and operational excellence.
Partnership-Focused Strategy: The emphasis on strengthening retailer relationships reflects the collaborative approach that modern food and beverage companies must take to succeed.
Looking Forward: What This Means for Food Service
The appointment of experienced CPG leaders like Butkus often signals broader industry shifts that affect the entire food and beverage ecosystem. For restaurant operators, foodservice executives, and hospitality leaders, these appointments can provide insights into supply chain trends, ingredient availability, and consumer preference shifts that may impact their operations.
Just Born's investment in senior sales leadership suggests confidence in the confectionery market and potential for expanded distribution channels that could affect pricing and availability for foodservice operators who incorporate confectionery elements into their offerings.
The Legacy Continues
Founded in 1923 when Sam Born opened a small candy shop in Brooklyn with a sign declaring "Just Born" to market the freshness of his daily-made candy, the company has grown from those humble beginnings to become one of the largest candy companies in the United States. The move to Bethlehem, PA in 1932 established the foundation for what would become a confectionery empire built on quality, community commitment, and environmental stewardship.
This rich heritage provides context for Butkus's appointment: he's not just joining a company, but becoming part of a legacy that spans over a century of American confectionery history. For food and beverage professionals, Just Born's longevity offers lessons in brand building, community engagement, and sustainable growth that remain relevant across all industry segments.
The company's commitment to "Take care of each other, do the right thing, and give forward" reflects values that many modern food and beverage companies are striving to embody as they navigate an increasingly complex business environment.
As the food and beverage industry continues to evolve, leadership appointments like Butkus's at Just Born demonstrate the ongoing importance of experienced, strategic thinking in driving growth while maintaining brand authenticity and corporate values.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
