Fiber foods

Natural Fiber Welding Appoints New Chief Financial Officer

Natural Fiber Welding (NFW), a materials innovation company providing industries with all-natural materials platforms to create responsibly, is thrilled to announce the hiring of Rob Salter as its new Chief Financial Officer (CFO) organisation. Rob joins the company from where he was senior vice president of finance for the Midwest Food Brands segment. Rob brings over 24 years of finance, merchandising and operations experience in vertically integrated multi-channel businesses. Salter will start in the new position effective today.

Harnessing the principles and patterns of nature, NFW has developed an ecosystem of revolutionary all-natural material platforms for the automotive, fashion and footwear industries. By using naturally circular and low-carbon ingredients, NFW enables a material-rich, plastic-free future. As Chief Financial Officer, Rob will lead NFW’s financial operations and financial activities, including accounting and controlling, financial planning and analysis, forecasting and investor relations.

“As a critical member of the leadership team, Rob will help advance our revenues, strategies and brand while ensuring our offerings improve our operating results to position NFW for sustainable value creation. long-term,” said NFW CEO Luke Haverhals. “We were so impressed with Rob’s background and proven track record in financial management that we know he will be an integral part of shaping the future of NFW.”

Rob began his career at Cheryl’s Cookies after graduating from Ohio University with a double major in Business Economics and Business Management. He gradually added increasing responsibilities in several areas within an emerging high growth company. After purchased Cheryl’s and added it to their portfolio of food gift businesses, Rob held additional leadership positions, currently culminating in financial responsibility and team responsibility. of management for the income of four companies.

“I joined NFW for the unique opportunity to work with a talented and hardworking team to accomplish the difficult mission of inventing a commercially viable, natural and sustainable technology to reverse a plastic-filled world,” said Salter.

Rob was named Ohio University School of Economics Graduate of the Year, becoming the first recipient of the award outside of the College of Arts and Sciences. He also served in the university’s Supplemental Instructor Program as an undergraduate providing secondary classroom instruction. Rob grew up in super-rural Ohio and currently resides in the high-energy Chicago West Loop area. Rob enjoys traveling the world and broadening his perspective of various cultures.


About NFW

Natural Fiber Welding (NFW) is a materials innovation company providing industries with all-natural material platforms to create responsibly. NFW invents and manufactures incredibly sustainable products from nature. Starting with naturally circular ingredients, NFW makes possible a material-rich, plastic-free future. NFW was founded in 2015 and is based in Peoria, Illinois.


Amber Robinson

Public Relations Manager

[email protected]

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