Natural Fiber Welding (NFW), the manufacturer of clean technology to increase the performance of plant-based textiles for the circular economy supporting the footwear industry, recently hired Rob Salter as CFO.

Salter is a 24-year veteran of finance, merchandising and operations working in vertically integrated multi-channel companies. He joined the company from 1-800-Flowers, where he was the senior vice president of finance for the Midwest Food Brands segment.

As CFO, Salter 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,” said 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.”

Salter started his career at Cheryl’s Cookies and progressively added increasing responsibility across multiple areas within a high-growth emerging business. After Cheryl’s was purchased by 1-800-Flowers and added to its portfolio of food gifting companies, Salter took on additional leadership positions culminating in financial and executive leadership team responsible for revenue across four companies.

NFW’s headquarters is in Peoria, IL.