Crofter’s Organic, a Frontenac Portfolio Company, Names Tim Jax as Chief Executive Officer

Frontenac Portfolio Company, Crofter’s Organic, Appoints Tim Jax as CEO

In an announcement today, Frontenac revealed that Crofter’s Organic, its featured portfolio company and the largest producer of organic jam, preserves, and spreads in North America, has named Tim Jax as its Chief Executive Officer, effective from January 2, 2024. Tim Jax takes the helm from Gerhard Latka, the company’s founder, who retired in July. Jax brings nearly two decades of leadership experience in the food sector to his new role. His most recent position was Vice President of Marketing & Innovation at Pretzels, Inc., a manufacturer specializing in both branded and private label pretzels. During his tenure, Jax successfully spearheaded an innovation-driven transformation, introducing a range of new products and revitalizing the Harvest Road brand, culminating in a successful sale to the Hershey Company. Prior to this, Jax held various roles in brand management at ConAgra Brands and general management at Treehouse Foods.

After a remarkable three-decade tenure as President of Crofters, Gerhard Latka stepped down to focus more on his personal interests. Under Latka’s guidance, the organization evolved from a small-scale operation to a highly automated and efficient multi-line facility, with products distributed through major retailers across the US and Canada. Gerhard Latka’s sons, Dan and Sebastian, continue to hold leadership positions within the organization.

Dan Latka, Vice President of Sales and board member at Crofter’s Organic, reflected on the company’s journey: “Reflecting on the last 35 years, I couldn’t be prouder of what we’ve accomplished as a family. Our father Gerhard played a pivotal role in this success. His foresight to enter the organic food industry over a decade before standards were established is a true testament to his belief in and dedication to the organic food movement. Sebastian and I consider ourselves fortunate to carry forward his legacy and collaborate with Tim to embark on the next exciting chapter for the Crofters organization.”

Tim Jax’s appointment as CEO was met with enthusiasm from Frontenac’s Managing Director, Betsy Williamson, who stated, “We are very excited to have Tim join Crofter’s Organic as CEO. We anticipate that his extensive brand and innovation experience, coupled with his overall leadership skills, will prove invaluable as the organization seeks to expand and capitalize on various growth opportunities.”

Crofter’s Organic Chairman Chris Wilkins added, “We are thrilled to welcome Tim to the team. His wealth of experience in Fortune 500 companies, coupled with a proven ability to foster the growth of mid-market organizations, makes him an ideal fit for our plans to accelerate growth at Crofter’s Organic.”

Expressing his sentiments on taking over the reins, Tim Jax remarked, “Stepping into a company with such a rich history and legacy is humbling. I feel privileged to be in this position to continue the legacy that the Latka family has built over decades of hard work. The employees at Crofter’s are world-class, and I look forward to working alongside them as we further our shared goal of helping the business continue to reach new heights. Crofter’s products are made with sustainability in mind and are accessible to consumers across North America.

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