Natural Fiber Welding Names New CFO

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Rob Salter brings significant financial acumen to maturing startup

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Natural Fiber Welding (NFW), a material innovation company giving industries all-natural material platforms to create responsibly, is excited to announce the hiring of Rob Salter as the organization’s new chief financial officer (CFO). Rob joins the firm from where he was the Senior Vice President of Finance for the Midwest Food Brands segment. Rob brings more than 24 years of finance, merchandising and operations experience in vertically integrated multi-channel companies. Salter will start in the new position effective immediately.

Harnessing the principles and patterns of nature, NFW has developed an ecosystem of breakthrough, all-natural material platforms for industries from automotive to fashion and footwear. Using naturally circular and low-carbon ingredients, NFW is making a material-rich, plastic-free future possible. As CFO, Rob will lead NFW’s finance operations and financial activities, including accounting and controllership, financial planning and analysis, forecasting and investor relations.

“As a vital member of the executive team, Rob will help drive our revenue, strategies and brand forward while ensuring our offerings improve our operating results to position NFW for sustainable, long-term value creation,” stated Luke Haverhals, CEO of NFW. “We were so impressed by Rob’s background and proven track record in finance management, we know he will be an integral part of shaping the future of NFW.”

Rob started his career at Cheryl’s Cookies after graduating from Ohio University with a dual major in Business Economics and Business Management. He progressively added increasing responsibility across multiple areas within a high-growth emerging business. After Cheryl’s was purchased by and added to their portfolio of food gifting companies, Rob took on additional leadership positions currently culminating in financial and Executive Leadership Team responsibility for revenue across four companies.

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

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


About NFW

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


Amber Robinson

Public Relations Manager

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Amber Robinson
Natural Fiber Welding
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