Asher's Chocolate Co.'s board of directors has appointed Jeff Asher as ceo.

Jeff is the fourth generation of the Asher family to helm the Souderton, Pa.-based business, which has created chocolates and other confections since 1892. He brings more than 30 years of experience in all facets of the company's operations as co-owner.

He spearheaded recent automation upgrades at Asher's to increase efficiency and output, and was also behind the launch of several new groups of packaged chocolates.

“This is a truly exciting time for our company, as we’re seeing real benefits from recent reinvestment in several areas of our operations,” he says. “We’re on a continuing path to develop and refine our position as a uniquely capable provider in the marketplace. Our knowledgeable associates are the foundation of our success, and I’m excited about so many of the projects we’re developing with them as we drive Asher’s forward."

Bob Asher, Jeff's father, will remain active as chairman of the board. The company also announced the retirement of David Asher.