USA: Hires Former Kraft Foods Commodities Buyer Christine Wiseman to Head

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MORE, the online global market maker for specialty agricultural commodities sold in bulk, has named Christine Wiseman director of, the company's next B2B online exchange. Wiseman's experience in commodity procurement will make the online source for buyers and sellers of juice concentrates.

Wiseman has worked for leading industry companies, most recently as a Senior Buyer of juice concentrate, fruits and nuts for Kraft Foods, a subsidiary of the Philip Morris Companies. Prior to Kraft, Wiseman worked for Lipton, a subsidiary of Unilever Corporation, as a buyer of edible oils including soy, corn, peanut and olive oils. Over her career, Wiseman has developed expertise in supply chain optimization, risk management and freight synchronization.

"We are very excited to have Christine join," said President Jeff Walker. "Her experience in commodity procurement and the juice concentrate market will be an asset to the development and implementation of our overall growth strategy."

Wiseman's knowledge of juice concentrates provides a strong foundation for the rollout of the industry's premier online exchange., which is scheduled to launch in September, will leverage the speed of the Internet to make market research, sales and procurement processes faster and more efficient. The one-stop solution will feature 24-hour accessibility, real-time bids/offers, and shipping through third-party providers. Members of will deal directly with each other, saving time and money in the process.'s web strategy behind is to scale the technology into other specialty agricultural commodity markets including nuts, dried fruits, spices/herbs and edible oils. is providing industry-specific channels where producers and packagers execute their entire transaction online aided by real-time market data about pricing, volume, and product availability. Patent-pending technology categorizes listings based on lab specifications, allowing for targeted searches and better transactions. The company launched its first e-commerce marketplace,, in mid-May.

"Users are excited about the real-time market data and transparency that our technology provides," said CEO Mike MacDougal. "Christine's experience as a major buyer of juice concentrates gave her exposure to all of the web-based procurement offerings that are currently available. The fact that she became part of the team is a strong endorsement of our approach." completed its first round of institutional funding in mid-March with investments from Bay City Capital's North American Nutrition and Agribusiness Fund, William Blair New World Ventures and William Blair & Company.

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