BEAG names Jeff Shura as incoming chairperson  

USA – The Bakery Equipment Assessment Group (BEAG), a key industry body under the American Society of Baking (ASB), has named Jeff Shura, Senior Vice President of Engineering & Technology at Flowers Foods, as its incoming Chairperson, effective February 2026.   

Shura succeeds Jeremiah Tilghman, CEO of Better Butter, who has led BEAG since October 2022, steering its transition from AIB International to ASB and bolstering its focus on hygienic design standards.   

Shura brings extensive expertise in engineering and operational excellence, honed across roles at Flowers Foods, Conagra Brands, and Kraft Foods, where he drove equipment innovation, capital projects, and productivity in snacks, bakery, and frozen meals platforms.   

At Flowers, a major U.S. producer of brands like Nature’s Own and Dave’s Killer Bread with US$5.1 billion in 2024 sales, he oversees technology strategies critical for commercial baking efficiency.   

Tilghman praised Shura’s vision, noting his alignment with BEAG’s mission to certify equipment under the ANSI Z50.2 hygienic design standard, ensuring food safety and sanitation in high-volume operations.   

“The ANSI Z50 standards are critical to ensuring food safety and operational integrity in commercial baking,” stated Tilghman.  

BEAG plays a vital role in certifying that bakery equipment meets the Z50.2 standard for hygienic design, which helps protect consumers and supports manufacturers in maintaining the highest quality benchmarks.”  

Shura outlined priorities of collaboration, innovation, and elevating benchmarks for safety and efficiency, partnering with manufacturers, bakeries, and stakeholders to advance best practices.   

BEAG’s work directly impacts bakery supply chains by validating easier-to-clean, food-safe machinery, reducing contamination risks in products like breads, snacks, and pastries amid rising regulatory scrutiny.   

For the global baking sector, this leadership transition reinforces US-led standards that influence Europe, Asia, and Africa, where artisanal and industrial bakers seek sustainable equipment to support clean-label trends and supply chain resilience.   

As food companies invest in automation, BEAG’s role grows vital for compliance and innovation, supporting agro-processing hubs and ingredient integration in sustainable formulations. Shura’s appointment positions the group to tackle emerging challenges, such as AI-driven design and eco-friendly materials.  

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