Schellpeper brings over 17 years of poultry sector experience to the role, having most recently served as President of Smart Chicken. During his tenure, he oversaw the brand’s operations and growth strategy while it functioned as an independent business unit under Tyson Foods, eventually securing its status as a nationally recognized name. His background also includes service on the Tyson Foods Poultry Leadership Team and a recent stint as interim CEO at Friesen’s Inc.

For Farmer Focus, the appointment serves as a tactical move to bolster their mission of supporting generational family farms. Shepard noted that the addition of a former competitor provides the leadership team with an intimate understanding of consumer demands and operational excellence. Schellpeper, who remains a board member at Friesen’s Inc. and co-founded Dot Provisions LLC, joins a company that currently partners with more than 120 independent growers. The shift aims to accelerate brand expansion while maintaining the firm's focus on supply chain transparency and fair pay for independent producers.