William Crosby is EVP of Crosby Foods Ltd., where he has taken a 145-year-old, singular product-focused company to one with an internal innovation center focused on developing new products, specifically for the private brand customer, under the Better For You banner. Building upon the extensive manufacturing expertise gained from five generations, he has created a team focused solely on private brands to grow new product opportunities in traditional categories for today’s consumer with a better for you emphasis. William has been instrumental in the re-branding and re-positioning of his family’s company, putting private brands at the forefront. He is not only building export markets, but also growing the business with new products in the Canadian market. Using his expertise in supply chain, operations, product development, sales and brand building, William has developed a streamlined protocol to realize private brand growth opportunities in the market, aligning with both consumer and retailer needs.