Green Spoon Sales, a national natural food and beverage sales agency specializing in disruptive, innovative CPG brands, has announced the appointment of natural foods industry pioneer Hass Hassan to its board of directors. With more than 40 years of experience in the natural foods industry, Hassan will join the board immediately and will take a hands-on role working closely with Green Spoon’s senior leadership team to help usher in the next wave of industry-leading brands, the company stated.

“For the past decade, our team has worked endlessly to support and build the next generation of better-for-you food and beverage brands across the country,” said Kari Pedriana, CEO and co-founder, Green Spoon Sales. “We felt it was time to bring in an industry pioneer to help support our team as we navigate our way into the company’s next phase of growth. We are honored to now have Hass Hassan, a founding father of the natural foods movement, who shares our common desire to build an authentic business that is dedicated to positively impacting the industry and our communities.”

Hassan arrives at Green Spoon as one of the foremost experts and thought leaders in the natural foods industry: in addition to advising countless industry startups and serving on the board of over 25 companies and community organizations including Whole Foods Market, Izze Beverages and Justin’s Nut Butter, Hassan notably launched two major retail chains: Alfalfa’s Markets, a 12-store U.S. and Canadian retail operation that operated from 1978 until 1996, and Fresh and Wild, an London-based organic retail chain. He also oversaw the merger of Alfalfa’s with Boulder-based Wild Oats Market, serving as president of the combined company. Hass’ vast experience optimally positions him to aid in Green Spoon’s development, growth and strategic planning for the future.

Principally focused on bringing better food to people as well as caring about its team members and community, Green Spoon Sales, which marked its 10-year milestone as a company this month, has made a monumental impact on the natural foods CPG industry over the past decade. Working with many of the top-tier distribution and retail partners in the food industry, Green Spoon has propelled countless now-successful brands into mainstream consumer view.

For more information, visit greenspoonsales.com.