Dive Brief:

• A little more than three months after naming a new CEO, online grocer Imperfect Foods has rounded out its C-suite with three new executive appointments.
• All three new executives formerly worked at Amazon in roles ranging across finance, consumables management and marketing. Corey Farrell joins the company as chief operating officer, while Kelly Nigh is now Imperfect's chief merchandising officer. Hetu Patel, who will join the company on April 18, is the e-grocer's new chief financial officer.
• Imperfect Foods is trying to rebuild after a string of executive departures as the company reportedly struggled to retain consumers and overestimated its revenue projections.

Dive Insight:

After a tumultuous two years that have swung from surging demand to a mass exodus in its C-suite, Imperfect Foods is trying to steady its course in 2022 with a completely refreshed leadership team.

With the hiring of Dan Park as CEO earlier this year, Imperfect turned to a retail veteran with leadership experience across several big-name retailers, including Amazon.

Its newest appointments bring more than 30 collective years of experience at the e-commerce giant. Farrell spent more than 15 years at the company, most recently serving as head of consumables private brands, where he oversaw product development, sourcing and marketing, according to his LinkedIn profile. Nigh worked for eleven years at Amazon leading merchandising product, sourcing and technology teams, and will focus on product development at Imperfect Foods, according to this week's announcement.

Patel, who will become CFO starting next week, spent more than a decade at Amazon. He recently served as finance director for Amazon Advertising and was finance director for Prime membership before that. 

"Hetu, Corey, and Kelly each have exceptional backgrounds in rapidly scaling e-commerce businesses," Park said in a statement.

Imperfect Foods, like many other e-grocers, experienced surging demand in 2020 as the pandemic took hold in the U.S. It struggled to retain those shoppers, however, and overestimated the amount of money it would bring in as it moved into 2021, leading to the departure of its then CEO last fall along with other executives, according to reporting by Business Insider. 

The publication also detailed strained relationships between the startup, which was founded in 2015 as an outlet for imperfect fresh foods that would normally go to waste, and its employees as it moved toward a more mainstream grocery assortment and business model. 

Imperfect Foods has expanded its assortment to include packaged grocery products and home goods, including private label selections. Last fall, the company became certified as a B Corporation for its sustainability efforts, and has stated it wants to have a net-zero carbon footprint by 2030.