Pop-Up originator names new CEO

Hickory Farms is looking for new ways to grow following the operator of the company acquisition last fall by a private equity firm and the recent appointment of a CEO who spent time at RedBox and Crate & Barrel.



Hickory Farms operated 650 temporary mall stores this past holiday season and on March 21 named Diane Pearse president and CEO. She spent the past 10 months as COO and executive vice president of finance at popcorn-maker Garrett Brands and prior to that she served as senior vice president of operations and merchandising for Redbox. She also served as CFO of Crate & Barrel from 2001 to 2010.



"I am excited about the great future we have ahead of us as we grow this great brand and build on its tremendous foundation,” Pearse said of Hickory Farms.



That foundation includes strong brand awareness due to the company’s seasonal presence in malls nationwide since Dwight Eisenhower was president. However, the seasonal stores disappear after the holidays and Hickory Farms relies on online sales and limited distribution with food retailers.



That strategy is poised to evolve this year with the appointment of Pearse on the heels of an acquisition last November by Modjule, a private equity firm formed to invest in and operate small footprint, multi-unit retail and consumer businesses.



"Diane's proven track record of data-driven business growth and innovation, and her extensive and diverse leadership experience with consumer brands makes her the perfect candidate to lead Hickory Farms," said David Veenstra, Hickory Farms Board Member and Modjule partner. "We are thrilled to welcome Diane and have every confidence she will build upon Hickory Farms' many successes, and continue to grow the brand in an impactful way."



Pearse fills a position previously held by Mark Rodriguez who has served as CEO since October 2007.