The new chief executive of Madison Gas & Electric Co., Jeffrey Keebler, is:

• An ardent canoeist and camper
• Dad to four daughters
• A native of Orange, California, who spent his preteen and teenage years in Wayzata, Minnesota.

And no, Keebler, 45, is not part of that cookie and cracker company, known for its animated elves, that just happens to share his name.

A graduate of UW-La Crosse with a master’s in business administration from UW-Whitewater, Keebler has worked at MGE for his entire postcollege career, starting as a gas rate analyst in 1995 and working his way up, most recently, as senior vice president of energy supply and planning.