Vori Appoints Former Toast Leader as Head of Operations

‍Ellery Fink brings 20 years of operational expertise to the B2B grocery tech company

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San Francisco, CA (Nov. 26, 2024) — Vori, the only modern operating system for the grocery industry and maker of VoriOS, the grocery point-of-sale system and store management platform, today announced the appointment of Ellery Fink as Head of Operations. Fink, who spent eight years at restaurant point-of-sale pioneer Toast, brings a track record of driving hyper-growth and operational excellence. She was instrumental in scaling Toast to a $20 billion valuation ahead of its 2021 IPO.
<div class="r-quote-block"><span class="r-quote">[Ellery's] Her leadership in scaling operations and deep understanding of customer needs align perfectly with our mission to deliver cutting-edge solutions and unparalleled service to our grocery retail customers and wholesale supplier partners.</span><span class="r-quote-author">Brandon Hill</span><span class="r-quote-author-title">CEO & Co-founder, Vori</span></div>
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With more than two decades of experience in operations management and customer success, Fink is known for her unwavering commitment to both employee success and customer satisfaction, strategic vision, and ability to lead teams through growth and transformation. Her expertise in new product category development and change management makes her an ideal fit as Vori expands its cloud-based, vertically connected, and AI-powered solutions for the grocery industry. 

"We are thrilled to welcome Ellery to Vori," said Brandon Hill, CEO and co-founder of Vori. "Her leadership in scaling operations and deep understanding of customer needs align perfectly with our mission to deliver cutting-edge solutions and unparalleled service to our grocery retail customers and wholesale supplier partners.”

Fink was drawn to Vori because of her love for the grocery sector and commitment to ending food deserts in the United States. Too many of society’s most foundational industries have been excluded from advances in modern technology.
<div class="r-quote-block"><span class="r-quote">I’m ecstatic to be part of a solution that is democratizing access to food supply, empowering local independent grocers and strengthening the communities they serve.</span><span class="r-quote-author">Ellery Fink</span><span class="r-quote-author-title">Head of Operations, Vori</span></div>
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"The grocery industry, and particularly independent grocers, have operated on outdated and ill-fitting technology for far too long––Vori is solving the challenges they face, enabling them to thrive even as grocery costs rise," said Fink. "I’m ecstatic thrilled to be part of a solution that is democratizing access to food supply, empowering local independent grocers and strengthening the communities they serve."

Vori offers new and existing grocery retailers digital and diversified access to essential goods,  commerce partners, and the modern tools to run efficient businesses in the 21st century. This helps eliminate food deserts, reduces food waste, and fortifies the place independent grocers have within the U.S. food supply chain.

Fink previously served in several key positions at Toast, including Chief of Staff and Senior Director of GTM Hardware Operations, and Senior Director of Onboarding. Fink’s career began at Adventures Cross-Country, where she managed global community service and adventure travel programs for teens, underscoring her dedication to delivering impactful, life-enhancing experiences.

Originally from Metro Detroit, where her grandfather and great uncles founded the grocery chain Great Scott, Fink now lives in Santa Cruz, California with her wife and their 7-year-old twin boys. She holds a Bachelor of Arts in Psychology from the University of Colorado Boulder and completed the culinary arts program at the San Francisco Cooking School.

At Vori, Fink will lead operational strategies to support sustainable growth in new markets and further differentiating Vori’s product offerings by leading with world-class customer service.
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About Vori ‍

Vori is the only modern operating system for the grocery industry, transforming traditionally manual processes into digital, easy-to-use, and data-driven solutions. Our technology seamlessly connects data across the food supply chain, empowering local and regional supermarkets to manage replenishment, inventory, pricing, and shopper engagement with ease. Founded in 2019 by Stanford alumni in East Palo Alto, California, Vori is on a mission to empower retailers to supply their communities with reliable nourishment and compete with industry giants through innovative, accessible technology. Backed by leading investors such as Greylock, Y Combinator, and Factory, Vori is driving the grocery renaissance. Learn more at vori.com.

Media Contact‍

Noelle Jackson, Full Swing PR
(208) 400.3374
noelle@fullswingpr.com