Dive Brief:

• Flashfood announced three c-suite executive promotions, including the appointment of former Giant Company president Nicholas Bertram to chief executive officer, according to a Tuesday press release. 
• The food waste technology company also recently named its first Chief Customer Officer, Jordan Schenck, who oversaw the development of a new visual identity.
• The new array of top executives as well as the brand relaunch comes as the company refocuses and prepares for “hypergrowth” across North America, according to Tuesday’s announcement.

Dive Insight:

Since joining Flashfood a year ago as president and chief operating officer, Bertram has focused on developing the company’s internal infrastructure and technology to ready it for a period of growth, the announcement noted. 

“This past year has been about readiness: developing our architecture so it can support the adoption of generative AI and machine learning, which is essential to deliver maximum value for our shoppers and retail partners and ultimately achieve the global scale our critical mission demands of us,” Bertram said in a statement.

In addition to Bertram taking over the top leadership role, Flashfood also announced that founder and former CEO Josh Domingues will move into the role of executive chairman, and former chief brand officer Jordan Schenck will take on the newly created role of chief customer officer.

In his new role, Domingues will lead the company’s strategic expansion initiatives as well as corporate development. Domingues founded Flashfood eight years ago and will continue to be an active voice for the company, according to the announcement. 

In a letter posted on the company’s website, Bertram introduced a “new era” for Flashfood rooted in its new mission: “For every family to eat well, without compromise.” 

Schenck introduced Flashfood’s revamped brand in partnership with Porto Rocha, a New York-based design and branding agency, with changes including a new icon, logo and color scheme. The company noted its new icon uses a grocery bag image and gives it an “optimistic twist” while the new signature color, “Blueberry,” is “vibrant and energetic.” 

Flashfood reached significant milestones throughout last year, including diverting 1 million pounds of food waste with SpartanNash in the first three years of the partnership and accepting SNAP EBT payments from Tops Friendly Markets customers who buy groceries online through Flashfood.