ROBESONIA, PA. — Reading Bakery Systems (RBS) has hired David Welch as its new sales manager for Europe. In this role, Welch will be responsible for selling RBS equipment and process solutions to clients across the region.

Welch is a senior engineer with more than 20 years’ experience in food manufacturing, primarily focused on biscuit, cookie and cracker production. Prior to joining RBS, he held numerous positions including commissioning engineer, engineering project manager and chief engineer at Baker Perkins. Additionally, he worked as engineering project manager at Cerealto, overseeing the implementation and startup of a new facility.

“David brings a wealth of biscuit, cookie and cracker experience, which will expand our already strong position in the European snack market,” said Joe Pocevicius, director, EMEA & APAC for RBS. “His deep process and technical knowledge will undoubtedly make him a key contributor to the ongoing growth of RBS and our customers in Europe.”