People Moves: Heritage Grocers Names Interim VP, Rotten Sweetens Team with Head of Sales

Nosh Staff Sep. 16, 2025 at 10:34 AM

Heritage Grocers Names Interim VP

Apollo Global Management-owned Hispanic retail conglomerate Heritage Grocers Group has promoted Justin Besyk to interim VP of Grocery.

In his new role, Besyk will lead grocery merchandising efforts across all Heritage banners, using data-driven insights to optimize category strategies and promotional planning that deliver a value-driven shopping experience. He began his career with Heritage Grocers Group 15 years ago as a bagger at Tony’s Fresh Market, progressing through a range of store-level supervisory and management roles before eventually entering category management.

“Justin’s professional journey is a remarkable example of dedication, hard work and growth. With [his] deep expertise in the grocery industry alongside his proven success and steadfast commitment to delivering value, I am confident that his leadership will continue to strengthen our competitive position across the communities Heritage serves,” said Vince Gambino, Merchandising Group President, in a statement.

Besyk’s promotion comes just three months after another major leadership shakeup. In July, Suzy Monford stepped down as chairperson and CEO. Industry veteran and board member David Herz has begun assembling an office of the CEO, composed of senior leaders, as it begins the search for its next CEO.

Heritage operates over 100 stores across California, Texas, Nevada, Arizona, Kansas and Illinois with banners including Cardenas Markets, El Rancho Supermercado, Tony’s Fresh Market and Los Altos Ranch Market.

Adam Hertel Sweetens Rotten’s Team

Gummy candy slinger Rotten has named Adam Hertel its head of sales, according to a LinkedIn post. Hertel comes to the company from Rudi’s Rocky Mountain Bakery, where he served as chief sales officer.

“I’m incredibly grateful for this sweet opportunity to scale a brand that’s wildly disrupting the candy market. The company is experiencing explosive growth and our freaky treats are quickly gaining Rottenheads everywhere,” reads the post.

California-based Rotten began with a Kickstarter campaign for “sickeningly delicious” gummy worms in 2021, bringing in over $38,000. After nearly two years of consumer testing, focus groups and sampling, the brand debuted online in September 2023. Since then, it has landed in retailers like Zumiez, Safeway and Hy-Vee.

Most recently, the brand introduced Gummy Cruncheez, a better-for-you take on the wildly popular Nerds Gummy Clusters. The treat contains 60% less sugar than the leading brand and is available at Safeway, ShopRite, Misfits Market and Hungryroot with a SRP of $3.99 per 1.8 oz. pouch.

Market Basket CEO Ousted

Following an unsuccessful mediation, Arthur T. Demoulas was removed from his post as president and CEO of New England supermarket chain Market Basket by its board of directors, effective September 9.

The decision follows a months-long public battle for control of the supermarket chain. In May, the board of directors placed Demoulas and five other employees – including his son and daughter – on paid leave for allegedly planning a work stoppage “as improper retaliation” for board directives, as reported by WBUR.

“Mr. Demoulas forced the board to choose between accepting his autocratic control of Market Basket or terminating him in order to protect a vibrant and growing business that cannot flourish over the long-term under the leadership of a dictator,” reads the board’s complaint.

Fruitist Appoints CFO

Rich Sullivan has joined superfruit snack maker Fruitist as CFO. He brings more than two decades of experience leading finance organizations at high-growth public companies, including senior roles at DreamWorks, Twitter and Survey Monkey.

“Rich’s financial leadership and deep capital markets experience will strengthen Fruitist’s foundation as we continue to grow globally and expand our reach to new consumers,” said Steve Magami, co-founder and CEO of Fruitist. “He is the right leader to guide our finance strategy through the next stage of growth.”

Additionally, the company expanded its board of directors with the addition of Thomas Seifert as audit committee chair and June Yang as independent director.

SweetLeaf Parent Company Names New CEO

Wisdom Natural Brands, the parent company of natural sugar substitute maker SweetLeaf, has named long-time company consultant Aaron Henderson CEO. He succeeds Michael May, a founding family member who has led the company since 2021 and will remain chairman of the board.

“After both working and consulting for us for over two decades, Aaron knows our business inside and out. His agency experience with hundreds of other natural food brands also gives him an exceptionally deep understanding of the natural channel,” said May in a statement.

Other people moves from across the industry:

Alexandra Wright has joined Sweet Nothings as chief commercial officer. Most recently, Wright served as EVP and general manager of CPG at Van Leeuwen Ice Cream.
Tinned fish brand Fishwife has named Casey O’Donovan director of sales, according to a LinkedIn post. O’Donovan started at the company last month, kicking off her first week by attending the UNFI Show in Las Vegas.
Bob Gelser, CEO of Once Again Nut Butter, will be retiring at the end of the month after 20 years. Under Gelser’s leadership, the company grew from a $5 million business to a multi-facility operation nearing $70 million in sales.
Flavor and functional ingredients solutions provider Rubix Foods has brought on Ryan Smith as CEO. Smith comes to the company with over two decades of executive experience at global flavor and ingredient businesses, including Ajinomoto and Kerry.
Jackie Cassis-Mayer has joined MUSH as the company’s first chief customer officer. Most recently, Cassis-Mayer served as VP of sales strategy at KIND.