From Foodservice Heir to Tech EVP: A New Bet on Digital

SAN FRANCISCO, CA – January 28, 2026 – In a move that sends a powerful signal across the foodservice industry, technology platform Cut+Dry has appointed Moe Abraham, the former Chief Executive Officer of Hillcrest Foods, as its new Executive Vice President of Distributor Partnerships. The hire is more than a strategic acquisition of talent; it's a profound endorsement from an industry veteran who first experienced Cut+Dry's impact not as an executive, but as a customer.

Abraham's transition from leading a multi-generational distribution business to joining a tech startup represents a pivotal moment for a sector grappling with the pace of digital transformation. He brings over a decade of hands-on experience from the front lines of foodservice distribution, a background that Cut+Dry is betting will be crucial in its mission to modernize the industry's independent players.

A Legacy Reimagined

Moe Abraham is steeped in the world of foodservice. He spent nearly five years as the CEO of Hillcrest Foods, a prominent Midwest distributor founded by his grandfather. Before taking the helm, he served as the company's Vice President of Finance, gaining a comprehensive understanding of the operational and financial intricacies of the business. Under his family's leadership, Hillcrest grew into a leading independent distributor, serving a diverse clientele from pizzerias to white-tablecloth restaurants across Ohio and Pennsylvania. The company was known for its commitment to quality and its strong support for local, independent eateries.

The narrative of Abraham leaving his family business, however, contains a crucial layer of industry evolution. In early 2023, Hillcrest Foods was acquired by Latina Boulevard Foods, marking a new chapter for the company his family had built over decades. Abraham's decision to join Cut+Dry three years later is not a departure from a family-owned entity, but a move away from the legacy he helped steward through a significant transition. This context makes his new mission even more poignant.

“Ten years ago, I took over the business my grandfather and father built," Abraham stated. "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.” His words reflect a personal conviction forged from direct experience, shifting his focus from running one successful operation to empowering hundreds.

The Ultimate Product Validation

Perhaps the most compelling aspect of Abraham's appointment is his history with the very platform he will now champion. While leading Hillcrest, he was tasked with navigating the complex landscape of technology solutions pitched to distributors daily. Like many of his peers, he maintained a high bar for adoption, seeking tools that delivered tangible results without disrupting core workflows.

Cut+Dry met that standard. After implementing the e-commerce and sales enablement platform at Hillcrest, Abraham witnessed firsthand what he described as "meaningful improvements" across the business. These included a significant increase in online ordering revenue, enhanced sales team productivity, improved order accuracy, and stronger customer engagement. The platform didn't just add a digital layer; it became deeply embedded in the company's daily operations, from order entry to cash collection.

“I get pitched new technologies all the time," Abraham explained. "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 sentiment cuts to the heart of a common complaint from traditional industries: that tech companies often fail to grasp the nuanced realities of their operations. Abraham's experience suggests Cut+Dry has bridged that gap. His decision to join the company full-time is a powerful testament to the platform's value proposition, moving beyond a simple customer testimonial to a full-fledged career commitment.

A Strategic Play for the Independent Distributor

Cut+Dry's strategic hiring of Abraham is a calculated move to solidify its position as the go-to technology partner for independent foodservice distributors. These businesses often find themselves at a competitive disadvantage, struggling to keep pace with the massive technology investments of national giants like Sysco and US Foods. By providing a sophisticated, integrated platform for e-commerce, payments, and sales enablement, Cut+Dry aims to level the playing field.

Having Abraham on the executive team adds an invaluable layer of credibility and industry intelligence. He isn't a tech executive trying to learn foodservice; he is a foodservice expert who understands technology's potential. His new role will see him working directly with distributors, helping them navigate modernization while respecting the deep-seated relationships and operational practices that define their success.

Mani Kulasooriya, Founder and CEO of Cut+Dry, emphasized this unique advantage. “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.” This dual role as advocate and critic is crucial. It suggests Abraham’s influence will ensure the platform evolves in a way that genuinely serves its core user base, preventing the disconnect that so often plagues B2B technology. Kulasooriya added, "Moe joining our executive team only helps supercharge our mission to empower Foodservice Distributors in this new world of tech and AI.”

The Future of Foodservice: Bridging Tradition and Technology

Abraham's transition is emblematic of a broader trend where deep industry expertise is becoming a critical asset for technology companies aiming to disrupt legacy sectors. In an industry built on relationships and razor-thin margins, trust is the most valuable currency. Having a leader who has "lived the job" can overcome the inherent skepticism many distributors feel toward outside tech solutions.

The press release notes that Abraham is joining not as a passive advisor, but as an active "operator" focused on building and scaling the platform. This hands-on approach is designed to assure potential partners that Cut+Dry's development will be guided by someone who intimately understands their pain points—from managing warehouse logistics to maintaining customer loyalty.

“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,” Abraham commented. His conviction underscores a belief that the future of independent distribution hinges on embracing the right technology, implemented by partners who respect the industry's heritage. This hire serves as an open invitation to distributors nationwide, signaling that the platform being built to serve them is now, more than ever, led by one of their own.