SAN FRANCISCO–(BUSINESS WIRE)–Cut+Dry, the leading e-commerce and sales enablement platform for the foodservice industry, today announced that Moe Abraham has joined the company as the Executive Vice President of Distributor Partnerships.
Abraham is a career foodservice distributor who has spent more than a decade in the industry. He led Hillcrest Foods for nearly five years as CEO, after previously serving as Vice President of Finance. Hillcrest is a multi-generation, family-owned distributor founded by Abraham’s grandfather and grown into a leading independent foodservice distributor serving customers across the Midwest. Throughout his tenure, Abraham was deeply involved in the day-to-day realities of distribution — spanning sales, operations, finance, vendor relationships, and customer service.
Leaving the family business was not an easy decision.
“Ten years ago, I took over the business my grandfather and father built. I know there are hundreds of family-owned foodservice distributors just like Hillcrest across the country. My goal now is to help those businesses transform digitally the same way Cut+Dry transformed ours. That’s my new mission.”
Like many distributors, Abraham evaluated and implemented multiple technology solutions over the years, maintaining a high bar for adoption and impact. While leading Hillcrest, he implemented Cut+Dry and saw meaningful improvements across the business, including higher online ordering revenue, increased sales productivity, improved order accuracy, stronger customer engagement, and more efficient cash collection. Rather than acting as a layer on top of existing workflows, the platform became embedded in how the business operated day to day.
“It has been incredible to watch the transformation of Cut+Dry since I first engaged with the team, and that is ultimately why I made the incredibly difficult decision to step away from our family business and join a group of people who live and breathe foodservice the same way I do,” said Abraham.
That conviction ultimately led Abraham to step away from the family business and join Cut+Dry full-time, not as an advisor, but as an operator focused on helping build and scale the platform alongside distributors.
In his new role at Cut+Dry, Abraham will work closely with distributors to help them modernize while preserving the relationships and operational realities that define successful foodservice businesses.
Mani Kulasooriya, Founder and CEO of Cut+Dry, said: “Moe is one of the most tech-savvy Foodservice Executives we have come across. As an early Distributor Partner, he was both one of our biggest supporters and most vocal critics. Moe joining our executive team only helps supercharge our mission to empower Foodservice Distributors in this new world of tech and AI.”
Abraham added, “I get pitched new technologies all the time. What stood out about Cut+Dry was that they truly understood our business. They were focused on building the right foundation and solving real problems, not just shipping features for the sake of growth.”
This announcement serves as an open invitation to distributors evaluating their next phase of growth: the platform being built is led by someone who has already lived the job — and seen the results.
About Cut+Dry:
Cut+Dry is the leading e-commerce and sales enablement platform for the foodservice industry, connecting distributors, manufacturers, and restaurants through a single digital platform. The platform powers ordering, payments, product content, and digital marketing, enabling foodservice businesses to operate more efficiently and grow.
For distributors, Cut+Dry drives higher online revenue, faster collections, lower operating costs, and a modern digital experience that levels the playing field for independents. For manufacturers, Cut+Dry provides control over product content and a built-in digital channel to reach distributors and restaurants. For restaurants, Cut+Dry delivers a simple, reliable online ordering, payments, and order tracking experience.
Cut+Dry is trusted by hundreds of distributors, manufacturers, and thousands of restaurants across North America. For more information, www.cutanddry.com
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