Sara Lee Exec to Head New Online Co-Op

Transora.com, an Internet marketplace formed last month by a group of the world’s largest food, beverage and consumer companies, named Sara Lee Corp. executive Judith A. Sprieser as its chief executive.

The 46-year-old Sprieser, CEO of Sara Lee’s food division, will join Transora.com Monday after 13 years at Sara Lee.

Sprieser had been considered by some to be a leading contender for Sara Lee’s chief executive post.

However, Steven McMillan recently was picked to succeed John H. Bryan as chief executive.

Sprieser said that development had nothing to do with her decision to join Transora. Rather, she said, she wanted to join a company that could “revolutionize the consumer products industry.”

Transora said its board selected Sprieser in part because of her role in speeding up Sara Lee’s Internet strategy.

She also has been instrumental in Sara Lee’s restructuring efforts over the last several years, analysts have said.

Procter & Gamble Co., Coca-Cola Co., Sara Lee and 46 other consumer-goods makers said last month that they plan to invest $250 million in Transora.com, an online purchasing alliance that will allow them to negotiate prices with suppliers, buyers and distributors to lower costs.

Transora.com, to be based in Chicago, will begin operations next week with about 75 employees from companies participating in the Internet cooperative.

Chicago-based Sara Lee said James Carlson, named senior vice president of corporate strategy in November, will reassume his role as chief executive of its food group.