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US: Online grocer Greenling replaces CEO with ex Whole Foods exec

Online grocery delivery Greenling Inc. has replaced founding CEO Mason Arnold with a former Whole Foods Market Inc. executive.

The Austin-based company has named Bill Tolany as CEO and board member. Tolany was previously in several executive positions including senior director of marketing and integrated media during eight years at Whole Foods (Nasdaq: WFM). Before that, he was the owner of Tolany LLC, a board-game maker and director of product research for Aim Technologies LLC, according to his online profile.

Arnold, Greenling's founder and CEO since launching in 2005, will remain a member of Greenling's board of directors.

Greenling has quietly growing its organic food delivery for nearly a decade. The company operates an organic food delivery service in Austin, Dallas and San Antonio.

In 2009, it employed 25 workers and completed 700 to 800 deliveries per week. It's now up to 90 workers and 3,500 weekly deliveries, Arnold said recently.

In October, the Austin Business Journal reported on the growing number of online grocery delivery services in Central Texas. It's a big — and growing — business that Greenling hopes to dominate locally.

Source: bizjournals.com
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