Organic fruit and vegetable distributor Sutherland Produce Sales has formally announced the addition of an industry veteran as vice-president of the company, the appointment of a CFO, and the launch of a new brand and website to support the continued growth of the 27-year old business.
Chris Ford has joined the executive staff as vice-president responsible for operations, marketing and for the strategic planning, programme development and overall management of the company’s growers.
In addition, after serving Sutherland Produce as an independent financial contractor for the past 16 years, Cindy Platko has been permanently added as chief financial officer.
Among Ford’s first steps in directing the company’s marketing was to create a new, refreshed brand and website for the company. The new company logo takes on a clean, modern look while emphasizing its heritage of providing “Organically Delicious Produce Since 1987.”
The new look and brand strategy was then carried forward into the development of the company’s first comprehensive website.
“I’m very pleased to bring new ideas and services with a retailer’s perspective to the table,” stated Mr. Ford. “With Bill’s great dedication, knowledge and history serving the industry, I’m very excited about the potential and where this company is headed,” he added.