Personal Brand and creating the Brand Buzz: Ross Born CEO of Just Born (Mike & Ike, Peeps, and more)

Ross is CEO of Just Born Quality Confections, a third-generation, family owned candy business founded
in 1923 and headquartered in Bethlehem, Pennsylvania. Just Born manufactures and distributes
Peeps®, Mike & Ike®, Hot Tamales® and Goldenberg’s® Peanut Chews® (based in Philadelphia).
Ross joined the family firm in 1978 and shares the responsibility of leadership with his cousin, David
Shaffer, who is currently the Chairman. Ross has been involved in a variety of community and industry
activities; among his leadership positions: past Chairman of the National Confectioners Association,
Honorary President of the Jewish Federation of the Lehigh Valley, and past President of the Allentown
Jewish Community Center.
Ross is an Allentown, Pennsylvania, is a graduate of Tufts University and Hofstra University School of
Law. He and his wife, Wendy, have two married daughters, Lisa and Amy, along with grandsons Jacob
and Benjamin and granddaughters Lilah and Abby.