Terra’s Kitchen Adds Two Industry Veterans to Leadership Team

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Fern Lee to Serve as New Board Member and Anthony Pitts to Lead Growth Strategy and Digital Transformation

Terra's Kitchen

Terra's Kitchen

“Terra’s Kitchen continues to experience strong growth and we are excited to welcome both Fern and Tony to the team,” said Michael McDevitt, Chief Executive Officer of Terra’s Kitchen.

Terra’s Kitchen, the Baltimore-based, innovative meal-kit delivery service, today announced two key additions to its executive leadership team with the appointment of Fern Lee as a member of the company’s Board of Advisors and Anthony Pitts as Senior Vice President of Marketing.

“Terra’s Kitchen continues to experience strong growth and we are excited to welcome both Fern and Tony to the team,” said Michael McDevitt, Chief Executive Officer of Terra’s Kitchen. “We have built an amazing product offering and marketing technology platform in the past couple of years, and the addition of their leadership and experience will greatly help us continue to facilitate our market reach and expansion.”

As an experienced, award-winning marketing professional, Lee has a proven track record of increasing awareness and consumer usage. Recently inducted to Response Magazine’s Direct Response Hall of Fame, she has held multiple leadership positions over her career, most notably as the former Head of Direct Response for Good Times Entertainment/Gaiam. For 11 years, Lee has served as Founder and CEO of THOR Associates, where she built a premier omnichannel strategic marketing agency. While at THOR Associates she helped clients such as MetLife, AIG, Humana, Johnson & Johnson, Mars and others, drive transactional revenue.

“Helping companies scale rapidly and accelerate consumer adoption is my passion,” Lee shared. “Maximizing our reputation as the leading fresh food delivery service will allow us to serve our customers’ nutritional, convenience and sustainability needs. I’m excited to serve on the Terra’s Kitchen board and help the company reach its full potential.”

As SVP, Pitts will be responsible for driving Terra Kitchen’s growth strategy and digital transformation, in support of the company’s strategic plan. Pitts most recently helped Leesa Sleep, the leading direct-to-consumer online luxury mattress retailer, grow its market share as the VP of Performance Marketing. Prior to Leesa, Pitts served as VP of Acquisition for DraftKings, where he grew their paying customer base from 651 customers in 2012 to 2 million in 2015.

“I’m thrilled to be joining such an experienced leadership team and even more excited about the opportunity that Terra’s Kitchen brings to market in the rapidly growing space of grocery ecommerce and fresh food delivery services. Our solution allows consumers to conveniently fit healthy meals that fit their personalized eating styles into their busy lives. With so many consumers desiring an online food offering that works for how they live, our growth potential ahead is tremendous,” Pitts said.

About Terra's Kitchen
Terra's Kitchen is the quickest, easiest, healthiest fresh food delivery service that sends washed, measured and chopped ingredients to cook meals in 15-30 minutes that are designed by a team of chefs and nutritionists. Unique to the industry, Terra’s Kitchen also delivers carefully curated fully prepared breakfasts, lunches and snacks. Based on the principles of the Mediterranean diet, recipes are evaluated with Terra's Kitchen's proprietary Nutrition Score. Terra’s Kitchen offers industry leading quality standards by delivering in a climate-controlled vessel that's returned and reused up to 100x. For more information about Terra’s Kitchen, visit http://www.terraskitchen.com @terraskitchen.

For media inquiries, please contact Jaime Elwood, at jelwood@terraskitchen.com

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