Sutherland Produce Sales Inc. announced the addition of an industry veteran as vice president of the company, the appointment of a chief financial officer, and the launch of a new brand and website to support the continued growth of the 27-year-old business.

Chris Ford joined the executive staff as vice president responsible for operations, marketing and for the strategic planning, program development and overall management of the company’s growers. He brings to Sutherland over 20 years of organic produce experience in various domestic and international procurement, management, marketing and sales roles. Ford previously held senior global produce buyer and management positions with Whole Foods Market.

In addition, after serving Sutherland Produce as an independent financial contractor for the past 16 years, Cindy Platko was permanently added as chief financial officer. She brings over 30 years of financial and operations experience helping small, rapid-growth companies in all aspects of accounting, tax planning, office management and client relations.

“I am very excited to be expanding our management team with these two, very talented industry veterans,” Bill Sutherland, president, said in a press release. “I have been involved in the organic industry from its earliest days. It’s very rewarding to see the steady, positive growth in consumer confidence and in the sales of organic produce. The addition of Chris and Cindy is yet another step in better serving our customers, our customers’ customers and the industry at large."

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.

Now online at www.sutherlandproduce.com, the site includes a historical perspective of Bill Sutherland’s role as one of the early industry pioneers who helped define, shape and establish the standards and laws that govern organic farming today. It also includes a summary of the growers Sutherland serves and the company’s current lineup of organic fruit and vegetables.

“I’m very pleased to bring new ideas and services with a retailer’s perspective to the table,” Ford said in the press release. “With Bill’s great dedication, knowledge and history serving the industry, I’m very excited about the potential and where this company is headed."