Alongside the acquisition, Eshbal announced the appointment of Avi Markus as chief commercial officer for North America. Markus holds more than 25 years of experience in CPG and better-for-you food brands.

“I am so pleased to be joining this unique team of creative professionals in the field of better-for-you nutrition,” Markus said. “Eshbal is already a leading international player in healthier food solutions, and I look forward to introducing its products to leading retailers and foodservice accounts across the US and Canada.”

Markus most recently served as senior VP, retail, North America at Else Nutrition and is currently a partner at The Matzo Project. Throughout his career, he has held numerous management positions and gained expertise in grocery and foodservice channels, developing a strong track record in e-commerce, DTC strategies and omni-channel growth.

In this role, Markus will lead Eshbal’s commercial operations in North America, including sales, distribution, partnerships and business development.

Earlier this summer, Eshbal revealed details of its commercial launch of US-produced gluten-free pita bread, as well as its acquisition of Swonder Bread, an Israeli-based bakery specializing in sprouted gluten-free sourdough foods.