LiDestri Food & Beverage restructures its sales team

Fairport, N.Y.-based LiDestri Food & Beverage announced a restructuring of its sales team. Tony Bash, formerly vice president of beverage, was appointed to lead the charge as vice president sales, retail and proprietary brands, food and beverage.

During the past five years, LiDestri said it has grown from being a sauce and dip manufacturer into a food, beverage and spirits innovation and collaboration leader for retailers across the United States. Given the diversification of its portfolio, the company reimagined its sales organization in structure, strategy and purpose.

“Going forward, LiDestri’s sales force will ‘carry the LiDestri sales bag’ across food, beverage and spirits,” Bash said. “This is a concept we have been moving towards for the last year and one that means every salesperson at LiDestri will add greater value over time. Our retail partners will have a single salesperson at their disposal: knowledgeable about all categories and with a more holistic view of each store’s product assortment.

 “At LiDestri, our mission has always been to delight our customers, suppliers and the community at large by exceeding their expectations,” Bash added. “Capitalizing on our agility as a family-owned company, our sales force will now have the creative freedom to imagine and execute innovative products and individualized solutions across multiple categories, as we knock down silos to better serve our retail partners.”