Luxury berry grower Oishii is bringing a consumer packaged goods veteran on board to serve as its chief commercial officer.

In the new role, Rita Hudetz will be in charge of leading growth strategy, scaling retail footprint, overseeing new market entries and driving product launches, the Jersey City-based indoor vertical farmer said in an Aug. 15 statement.

Hudetz brings more than 20 years of experience in sales, marketing and operations for retail and consumer packaged goods brands.

Previously, Hudetz was general manager of dessert chain Milk Bar’s grocery division, where she expanded the company’s ice cream business, developed its new “Crunchies” cookie line and negotiated a partnership with General Mills to release a line of branded cookie doughs.

While serving as chief executive officer of Hu Kitchen, Hudetz was credited with expanding the company’s chocolate bar line, building national distribution and launching an e-commerce platform.

Before joining Hu, Hudetz spent five years at PepsiCo, where she was promoted to director of strategy in the company’s global nutrition group. Hudetz’s background also includes serving as chief operating officer of size-inclusive fashion retailer Universal Standard.

“As an operator and strategist, Rita’s accomplishments are unparalleled. We are so glad to have her on our team during a major inflection point for Oishii’s brand,” said Brendan Somerville, Oishii’s co-founder and chief operating officer. “We’re growing quickly in a time when others are slowing. Rita’s expertise will help us bring our delicious, clean strawberries to consumers nationwide.”

Founded in 2016, Oishii – which means “delicious” in Japanese – aims to transform agriculture through vertical farming, relying on advanced robotics combined with traditional farming methods.

The company now operates three indoor vertical farms – one in Los Angeles and two in New Jersey, including its year-old 74,000-square-foot flagship in Jersey City. 

The appointment comes as the brand continues efforts to expand. In February, Oishii introduced a new strawberry, the Koyo Berry, which joined the popular Omakase Berry as the second varietal grown in its state-of-the-art indoor commercial vertical farms.

Sold at major retailers including Whole Foods Market and FreshDirect, Oishii strawberries retail for $9.99 to $14.99 per tray.

In June, Oishii expanded its retail footprint to Washington, D.C., where The Koyo Berry can be purchased at select Whole Foods Markets and at notable restaurants within the metropolitan area.

The company also said it is continuing development on new types of flowering produce.

Hudetz said, “Mission matters to me – and the team at Oishii has demonstrated how committed they are to disrupting the agriculture industry with a superior, pesticide-free product that consumers love.”

She added, “I was sold on Oishii after I watched my two daughters choose the delicious berries over candy. As a mom, I’m proud to be working on a product that I feel will pave the way for the future of food. I am honored to officially be part of the team as we enter a major period of accelerated growth and as our technology continues to perform.”