AgriFORCE Appoints Hernando Ruiz-Jimenez as General Manager of un(Think) Foods, gearing up to provide revolutionary all-natural wheat products with superior nutrition

Rhea-AI Summary

AgriFORCE Growing Systems Ltd. (NASDAQ: AGRI; AGRIW) has appointed Hernando Ruiz-Jimenez as General Manager of un(Think) Foods. His focus will be on the development and commercial launch of innovative wheat flour products that are 100% natural, featuring significantly higher fiber and protein content while reducing carbs by 70%. Ruiz-Jimenez brings a wealth of experience from companies like PepsiCo and Diageo. AgriFORCE is preparing for a pilot test of its branded products by late 2022, aiming to enhance the sustainable food market.

Positive

• Appointment of Hernando Ruiz-Jimenez is expected to boost commercial operations and brand development.
• Innovative wheat flour products offer health benefits with up to 30 times the fiber and 3 times the protein compared to conventional flour.

Negative

• Uncertainty around the successful launch and market reception of new un(Think) brand products.

Ruiz-Jimenez brings key brand-building, commercial, digital and international expertise with a passion for health and sustainability

VANCOUVER, British Columbia, July 12, 2022 (GLOBE NEWSWIRE) -- AgriFORCE Growing Systems Ltd.  (NASDAQ: AGRI; AGRIW), an intellectual property (IP)-focused AgTech company dedicated to advancing sustainable cultivation and crop processing across multiple platforms, has appointed Hernando Ruiz-Jimenez to the key role of General Manager of un(Think) Foods.

Mauro Pennella, President of AgriFORCE Brands, announced that Ruiz-Jimenez will focus on leading the development of operations and the commercial launch of a revolutionary range of new wheat flour products under the brand un(Think). Using a patent-pending 100% natural process, un(Think) offers up to 30 times the fiber, 3 times the protein, and 70% less carbs than conventional flour, providing a healthy alternative without compromising taste nor quality.

“I am thrilled to join un(Think) foods to challenge the way people think about wheat, baked goods, nutrition and health,” commented Ruiz-Jimenez. “Feeding from my extensive marketing, commercial and digital experience across consumer brand, markets and industries, I look forward to building a profitable and sustainable business rooted on non-compromising, great-tasting, better-for-you food products and ingredients that are good for us, our communities and our planet. We believe our 100% natural process and IP is a tremendous opportunity to bring products to market that have massive potential across different categories.”

A growth-oriented leader with a consistent track record of building businesses and brands across different industries, Ruiz-Jimenez has served in a variety of senior management and marketing roles at a wide range of companies, including PepsiCo and Diageo. In his previous role as Chief Marketing Officer for New York-Presbyterian, he successfully built a modern and diverse marketing organization responsible for the Hospital’s consumer and physician marketing strategies focused on digital transformation. 

“After extensive consumer research and product development work, we are ready to move un(Think) foods to the next level. We have been working on setting up small scale production and developing our commercial capabilities, and filling this essential position keeps us on track to pilot test our first branded products for consumers and bakeries by late 2022,” added Pennella.

Ruiz-Jimenez holds an MBA from Stanford University and a B.S. in Business Administration from Villanova University. He is a professor at CCNY’s BIC Master’s Program, a Member and Governance Fellow of the National Association of Corporate Directors and the Latino Corporate Directors Association.

About AgriFORCE
AgriFORCE Growing Systems Ltd. (NASDAQ: AGRI; AGRIW) is an agtech company focused on building an integrated agtech platform that combines the best technology, intellectual property and knowledge to solve an urgent problem – providing the best solutions to help drive sustainable crops and nutritious food for people around the world. Looking to serve the global market, the Company’s current focus is on North America, Europe and Asia. The AgriFORCE vision is to be a leader in delivering plant-based foods and products through an advanced and sustainable agtech platform that makes positive change in the world—from seed to table. Additional information about AgriFORCE is available at: www.agriforcegs.com.

Follow AgriFORCE on Twitter: @agriforcegs
Follow AgriFORCE on Facebook: AgriFORCE Growing Systems Ltd.
Connect with AgriFORCE on LinkedIn: AgriFORCE Growing Systems Ltd.

This press release contains forward-looking statements within the meaning of the "safe harbor" provisions of the Private Securities Litigation Reform Act of 1995. Statements other than statements of historical facts included in this press release may constitute forward-looking statements and are not guarantees of future performance, condition or results and involve a number of risks and uncertainties. Actual results may differ materially from those in the forward-looking statements as a result of a number of factors, including those described from time to time in our filings with the Securities and Exchange Commission and elsewhere. The Company undertakes no duty to update any forward-looking statement made herein. All forward-looking statements speak only as of the date of this press release.

This announcement is for informational purposes only and does not constitute an offer to sell or a solicitation of an offer to buy securities of the issuer.  Any offer to sell or solicitation of an offer to buy securities of the issuer may only be made pursuant to a valid prospectus pursuant to an effective registration statement or pursuant to a valid exemption from registration under the Securities Act of 1933, as amended and the rules and regulations promulgated thereunder.

Company Contact:
Ian Pedersen
Tel: (604) 757-0952
Email: ipedersen@agriforcegs.com

Investor Relations:
Crescendo Communications, LLC
David Waldman/Natalya Rudman
Tel: (212) 671-1021
Email: AGRI@crescendo-ir.com

Media Relations:
Peppercomm
Hannah Robbins
Tel: (415) 633-3205
Email: AgriFORCE@peppercomm.com

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/37eaac30-a8ee-4293-a4bc-d3d099659069

FAQ

What is the purpose of Hernando Ruiz-Jimenez's appointment at AgriFORCE?

Hernando Ruiz-Jimenez has been appointed to lead the development and commercial launch of new wheat flour products under un(Think) Foods.

What are the health benefits of the new products being launched by AgriFORCE?

The new un(Think) wheat flour products offer significantly higher fiber and protein content and contain 70% less carbs than traditional flour.

When is AgriFORCE planning to pilot test its un(Think) wheat flour products?

AgriFORCE aims to pilot test its branded products for consumers and bakeries by late 2022.

What background does Hernando Ruiz-Jimenez have?

Hernando Ruiz-Jimenez has extensive marketing and commercial experience from companies like PepsiCo, Diageo, and New York-Presbyterian.

What is AgriFORCE's vision with its new brand un(Think)?

AgriFORCE's vision for un(Think) is to provide healthier and sustainable food options rooted in innovative and natural processes.