172: Invest In People-Win Every Time with Mark Peters

Mark Peters is the Chief Executive Officer of Butterball Farms, Inc., which was nationally recognized as one of The Best and Brightest Companies to Work For® from 2018 to 2025. Most recently, named a Top 101 Companies to Work For® in the nation. The second-generation family business, based in Grand Rapids, Michigan, is America’s leading producer of culinary butter and margarine and creates custom butter flavors for some of America’s biggest brands.  Peters began as a factory worker in his father’s company at the age of 12: an experience that taught him first-hand about the challenges that frontline workers face. At 30, he took over the company determined to lead a financially successful business that would also enrich the lives of its workers. In 2003, he organized a pioneering group of CEOs and community leaders to found The SOURCE, a not-for-profit organization that has helped hundreds of workers navigate personal challenges that were interfering with their jobs and delivered an average annual return on investment of 200 percent to its partner organizations. This West Michigan-based model has been replicated in nearly 12 states; and Peters is currently expanding its mission to help frontline workers not only maintain their jobs but progress into better positions within or across partner companies.  His second book, The Retention Trap,  was published June 3 of 2025 and highlights the need to rethink talent and focus on investment rather than retention. Recognized by numerous companies from Ernst & Young to McDonalds for his leadership, Peters is an engaging speaker and storyteller who has addressed TED-x and other audiences. He lives in Grand Rapids with his daughter and dog and is an avid boater, biker, and skier. To know more about Mark visit his website: www.i-3leadership.com