Entrepreneurs / Small Business  August 25, 2016

Free2Be Foods names Mike Murray CEO

BOULDER — Free2b Foods, a natural-foods company based in Boulder, has hired Mike Murray as chief executive.

Free2b Foods makes chocolates that are free of food allergens and junk ingredients. The company is most widely recognized for its Sun Cups.

Free2b Foods is the trade name taken by Seth Ellis Chocolatier LLC in 2015.

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Mike Murray
Mike Murray

Murray replaces John Becker, who left Free2b Foods in July to become CEO of Ancient Harvest, a brand of gluten-free and organic pasta made by Boulder-based Quinoa Corp.

Murray was vice president of marketing, and research and development at Oregon-based So Delicious Dairy Free. During a three-year span, Murray facilitated the company’s growth, from $50 million to $150 million, while adhering to the company’s values of being kind to people, animals and the planet, the company said. So Delicious Dairy Free was sold to White Wave Foods in late 2014. Murray served as a general manager to integrate the brand into White Wave’s portfolio.

Murray also spent more than 10 years at General Mills, working on brands including Larabar and Nature Valley.

Christy Orris, chairwoman of Free2b Foods, said researchers estimate that nearly 40 million people, or 13 percent of the U.S. population, are affected by food allergies.

“Free2b Foods is becoming a leader in this space, so it was imperative that we bring on a CEO who shares our passion, understanding and enthusiasm for making a difference for these families,” she said.

The company first introduced its Sun Cups in 2008 in response to a father’s plea to make a chocolate cup that was safe for his son, who was allergic to peanuts.

Free2b Foods recently launched a line of chocolate bars that don’t contain peanuts, tree nuts, gluten, eggs, dairy, shellfish, fish or soy, the top eight allergens affecting consumers.

BOULDER — Free2b Foods, a natural-foods company based in Boulder, has hired Mike Murray as chief executive.

Free2b Foods makes chocolates that are free of food allergens and junk ingredients. The company is most widely recognized for its Sun Cups.

Free2b Foods is the trade name taken by Seth Ellis Chocolatier LLC in 2015.

Mike Murray
Mike Murray

Murray replaces John Becker, who left Free2b Foods in July to become CEO of Ancient Harvest, a brand of gluten-free and organic pasta made by Boulder-based Quinoa Corp.

Murray was vice president of marketing, and research…

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