Bright Farms promotes Abby Prior to chief commercial officer

Bright Farms promotes Abby Prior to chief commercial officer

The indoor ag grower also announced plans to combine its sales and marketing teams to form a new commercial team.

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December 7, 2021

Per a press release, BrightFarms announced that Abby Prior has been promoted within the company to Chief Commercial Officer. She will spearhead the newly-formed Commercial team, a "convergence of the company's Sales and Marketing groups." Per the release, the "new structure will allow BrightFarms to grow rapidly over the next five years" as the company eyes growing capacity that allows them to reach two-thirds of the U.S. population by 2025.

Prior was previously SVP of Sales & Marketing, and has spent a total of over six years with BrightFarms across business development, sales and marketing roles. She introduced the greenhouse-grown model to some of BrightFarms’ earliest retail partners, who they say "remain some of the company’s most committed customers as the team has grown and delivered on its promises over the years." Prior represents the next generation of industry leaders, having recently been appointed as the Marketing and Merchandising Industry Expertise Director for the International Fresh Produce Association.

“As we work to expand our footprint across the country and grow our presence in current markets, there is no better person to lead us there than Abby,” said Steve Platt, BrightFarms Chief Executive Officer. “She will play a pivotal role in accelerating growth with our valued partners, going above and beyond to ensure their needs are met at every point of the process, from greenhouse to store shelf, and into people’s refrigerators.”

The new commercial team will "place retailer relationships at the center of everything they do as they implement best-in-class store programs and unmatched customer service, helping to educate grocery shoppers on the benefits of BrightFarms’ fresher, tastier, longer lasting salad greens."

BrightFarms has also promoted Matt DiNitto to VP of Sales Operations and Regional Accounts and Suzy Dollak to VP of Sales Strategy and National Accounts who will lead the divisions respectively.