Posted on September 25, 2006

Former Whole Foods exec to grow all-natural dessert line

Rudy Rubenis targets health and wellness consumer

Mountain Herbal Foods, LLC Monday named former Whole Foods Market executive Rudy Rubenis as the company’s corporate operating officer.

Rubenis now has an ownership stake in the Marblehead, Mass.-based company, which manufactures an all-natural frozen dessert sold under the Alpine Ice brand, according to a company statement.

"This is an exciting time to be part of Mountain Herbal Foods," said Rubenis. "The products are unique in their category and offer consumers optimum health benefits with the taste demanded in the marketplace."

The company said Rubenis is responsible for expanding the Alpine Ice brand as well as other new products into “core and expansion markets.”

The Alpine Ice products use teas, herbs, and flowers as ingredients. Each serving is certified vegan and made with all-natural ingredients, no artificial flavors, colors or preservatives, and brewed using a proprietary blend of teas and herbs.

The desserts are sold in over 50 stores in Massachusetts, Connecticut and Rhode Island. Flavors include Bolder Berry, Green Tea Lemon Verbena, Hibiscus Rose, Lavender Sunrise, Mango Passion, and Plum Lucky.

Rubenis was most recently a regional vice president with Whole Foods Market for the past five years.

“Rudy’s arrival gives Mountain Herbal Foods the ability to realize more quickly our mission to reach the underserved food sensitive consumer and the food aware customer with healthy, delicious products," said company co-founder and president Michael Hoffman.

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