Mountain Herbal Foods, which produces the all-natural frozen dessert brand Alpine Ice, has appointed Rudy Rubenis as its corporate operating officer.

Rubenis, who was formerly vice president of Whole Foods Market, is to lead the expansion of Alpine Ice and new products into core and expansion markets as the company continues to grow, Mountain Herbal said.

“We are fortunate to have Rudy on our team in this period of our company’s growth,” said Andrew L. Barnett, Mountain Herbal’s CEO. “He joins the company with over 20 years experience in the natural food industry with Whole Foods Market, contributing to the company’s growth from US$90m to $5bn in revenues, including six acquisitions and the transition from a private to a public company. Rudy’s addition to the Mountain Herbal Foods team further solidifies the company’s unique potential for generating category sales based on product innovation with superior health benefits.”