Washington, DC - [December 16, 2024] - The American Bakers Association (ABA) welcomes four new hires to the professional team, positioning ABA to continue delivering impactful results for the industry on the new Strategic Plan and ensuring an enhanced, high value experience for the membership.
The appointments include:
• Anne Fairfield-Sonn, Director of Marketing and Communications
• Dorian Peele, Assistant of Events and Operations
• Alta Riggs, Director of Finance
• Danielle Tex, Coordinator of Events and Programming
“Bringing on exceptional talent is critical to advancing our bold vision for the future of ABA,” said Eric Dell, ABA’s President and CEO. “As we focus on transforming the baking industry into a destination workplace, driving category growth, and delivering higher-level impact, these new team members will play a pivotal role in helping us bring our strategic priorities to life. We are committed to creating meaningful, innovative experiences for our members that amplify their success and shape the commercial baking industry's future.”
With the new professional team onboard, ABA also established core values for the association to reflect the principles that guide the organization and drive the success of the ABA membership.
Respect – We treat our members and each other with dignity and appreciation.
Integrity – We are committed to honesty, transparency, and accountability.
Excellence – We strive for professionalism and high value impact.
Empowerment – We celebrate innovation, creativity, and bold ideas.
Service – We focus on uplifting our members and community.
“These values are more than just words. They embody who we are, how we work, and what we stand for,” said Dell. “By embracing these values, the ABA team strengthens our commitment to serving as a trusted partner, advocate, and resource for our members and the broader baking community.”
The new team members and their roles include:
Anne Fairfield-Sonn is a marketing and communications leader with experience across various industries, including agriculture, consulting, finance, learning and development, and technology. She is known for her ability to direct successful, multi-faceted digital marketing programs that drive brand awareness, engagement, and revenue growth. Anne will craft a differentiated brand positioning, develop a strong brand voice, and drive engaging storytelling that resonates with ABA’s audiences.
Dorian Peele’s proactive approach and strong problem-solving skills will enhance the effectiveness and impact of ABA’s events. As part of the strategic plan, Dorian will help refine operational processes, create an inclusive and thoughtful environment at the ABA headquarters, and contribute to creating innovative and meaningful experiences for members and industry partners. Their dedication ensures ABA events continue to set high standards and deliver exceptional value to all participants
Alta Riggs is a licensed Certified Public Accountant who will oversee ABA’s day-to-day accounting operations, including coordinating and leading the annual audit, developing and managing the operating budget, and financial planning, reporting and analysis. Alta will ensure ABA’s overall financial sustainability by modernizing policies and procedures, managing finance operations, and implementing new systems.
Danielle Tex brings a robust background in event coordination and a passion for delivering memorable experiences. Her strengths in project management, organizational excellence, and creativity will elevate the association's events and programming, fostering deeper engagement and connection within the baking industry. Danielle will be instrumental in executing ABA's strategic plan by optimizing the design and delivery of industry events, amplifying member value, and driving operational efficiencies
ABA recently announced the addition of Campbell Genn and Thomas Bailey to the Government Relations Team.
To view the ABA professional team, click here.
About the American Bakers Association
The American Bakers Association (ABA) is the largest, most established, and diverse trade association for the commercial baking industry in the United States. ABA’s community includes more than 350 member companies representing over 1,200 commercial baking facilities and the extensive industry supply chain.
Since 1897, ABA has served as the voice of the baking industry, offering compelling advocacy, insightful thought leadership, and comprehensive research on industry trends. ABA members also benefit from extensive business services including premier networking events, impactful knowledge sharing, and effective workforce development programs and training resources. ABA is committed to enhancing its mission by growing the category and promoting the industry as the destination workplace.
