Rich Products Corp., Buffalo, N.Y., is ramping up its efforts to forge more meaningful and irreplaceable connections with customers with the creation of a new leadership position—senior vice president, customer experience.

Ted Rich, who has been serving as managing director of Rich’s Europe/Middle East region, has been appointed to the new post. He will be charged with taking customer relationships to a deeper level by serving as the voice of the customer within the Rich’s organization, as well as spearheading advancement of the company’s distinctive “Rich Experience” strategy, engaging with customers to gain greater insight into Rich’s performance and determine how the company can enhance the overall value it provides.

“Ted has established an outstanding reputation as an insightful leader who is exceedingly passionate about Rich’s and the success of our customers,” said Richard Ferranti, executive vice president and chief operating officer. “This passion, combined with his broad-based knowledge and hands-on experience with customers in markets across the world, makes Ted the ideal candidate for this important new role.”

Ted Rich is the son of Bob Rich Jr., chairman of Rich Products Corp., a leading supplier and solutions provider to the foodservice, in-store bakery and retail marketplaces.