Freshly adds Amazon private brand exec

The prepared foods service, acquired by Nestlé last year, has hired Anna Fabrega to be its chief commercialization officer; she helped lead the Amazon Kitchen own brand.
Dan Ochwat
Executive Editor
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Freshly, the Nestlé-owned prepared meal delivery service in the United States, has appointed a former Amazon Kitchen private brand leader to become its chief commercialization officer.

Anna Fabrega joined the company to lead its growth and strategic partnership initiatives, leading teams across marketing, brand, menu development, customer experience and sales. The company is looking to scale up and innovate within its fresh prepared meal service.

a bottle and a glass of orange juice

"As we continue to scale, we are dedicated to supporting rapid innovation across our meals portfolio, brand, and customer base. Anna's years of industry expertise will be a key ingredient in our success," said Mike Wystrach, founder and CEO of Freshly. "I'm thrilled to welcome Anna to the team at this pivotal moment in Freshly's strategic expansion."

Fabrega is a native of Panama and has 20 years of diverse experience across food, retail and e-commerce. At Amazon, she helped lead the Amazon Go brick-and-mortar stores with its “Just Walk Out” technology as well as the Amazon Kitchen fresh foods line from the retailer. She’s also served in leadership roles at the convenience chain Stripes (acquired by 7-Eleven) and Microsoft.

"As a working mother of two and someone who's passionate about food, Freshly's mission truly resonates with me," said Fabrega. "Even prior to joining the team, I was a loyal Freshly customer. I strive to eat tasty, healthy food, but rarely have enough time for meal prep during the workweek––plus, the convenience frees up more quality time with my family. I'm excited to join Freshly as we continue to innovate, scale and work to solve similar challenges for customers who are looking for convenient and healthy meal solutions."

Freshly joined Nestlé USA last year and focuses on creating nutritious, tasty, already-prepared meals that get delivered to the home weekly. Wystrach founded the company in 2012 with the goal of breaking down the barriers to healthy eating, without compromising convenience, the company said, and most recently they launched FreshlyFit, the company's first dedicated product line designed for consumers looking to command their health and fuel active lifestyles. 

Freshly operates assembly and distribution facilities in Arizona, Maryland, New Jersey, California, and Georgia and delivers more than one million meals a week to customers across 48 states.