Vermont’s Original, LLC has announced Reid Greenberg as its new President. Greenberg, whose diverse career has ranged from leadership roles at eBay, Keurig Dr Pepper, and Seventh Generation was hired to accelerate the Bag Balm brand by leveraging new and current customers and building out a robust eCommerce business. Most recently, Greenberg was EVP at Kantar Consulting where he advised many of the largest consumer packaged goods (CPG) companies in the world on their eCommerce and retail strategies and emphasizing the notion of interconnected commerce as the foundation of growth.
Greenberg is a proven leader in eCommerce and marketing, with particular knowledge of CPG and growing Vermont brands. He is now stepping into one of Vermont’s oldest CPG businesses.
“It is an honor to be at the helm of such an iconic Vermont brand. Many of our fans share family memories of Bag Balm as a product that ‘works wonders’ and is passed down for generations. Yet for most consumers, Bag Balm is still a well-kept secret. I look forward to changing that. It is Day 1 for the company and brand and our team is excited to build this business into something incredible,” said Greenberg.
Vermont’s Original, which has been making its famous balm since 1899, has expanded its product line in recent years to include Bag Balm Pet, Ultra Moisturizing Soap, and new this year, Bag Balm First Aid.
“It started on Vermont dairy farms, and quickly became a go-to for a wide array of skin issues. Today, Bag Balm is used by pro athletes, beauty bloggers, new parents, and is still found in most Vermont dairy barns,” Greenberg added. “I believe that nearly every person can find at least one benefit from this simple, time-tested product.”
Vermont’s Original, LLC is a privately held company based in Lyndonville, Vermont since 1899. www.bagbalm.com