Startup Forage hires senior Amazon executive as chief


SAN FRANCISCO, Sept. 14, 2022 (GLOBE NEWSWIRE) — Forage, a payments processor that makes it easier for grocers to accept SNAP EBT payments (formerly known as “food stamps”) online, announced today tday Kristina Herrmann joined the company in the new role of Chief Business Officer. Herrmann comes from Amazon, where she spent nearly 16 years, most recently building and leading Amazon’s Underserved Populations team as Founder and Managing Director.

As Chief Commercial Officer of Forage, Herrmann reports to CEO Ofek Lavian and is responsible for leading the company’s commercial efforts, including sales, partnerships and legal – advancing its mission to democratize access to benefits. governments and providing 42 million Americans with the ability to transact. with EBT online.

“At Amazon, Kristina’s team was directly responsible for bringing SNAP EBT live to Amazon, Amazon Fresh and Whole Foods, impacting the lives of millions of low-income Americans across the country,” Lavian said. “She is an exceptional leader, with exceptionally rare expertise in EBT – and will bring credibility and a trader-first perspective from one of the largest and most influential companies on the planet. More Importantly, Kristina is a talented and compassionate leader who embodies Forage’s core values ​​and has received overwhelmingly positive feedback from everyone who spoke to her through our vetting process.

“For more than five years, I’ve worked to create better access for recipients of government benefits like SNAP to online grocery shopping and other services,” Herrmann said. “In doing so, I identified clear gaps in how the technology meets the needs of this customer segment. I am thrilled to join Forage and its strong management team as they change the landscape of EBT’s online buyout.”

Herrmann has founded and led Amazon’s Underserved Populations team – a cross-functional product, technology, UX, marketing and business development team – since 2017. Through this team, she launched SNAP online shopping on , including Amazon Fresh and Whole Foods. Market, as part of the USDA’s online shopping pilot project. In parallel, Herrmann has spearheaded additional initiatives to improve underserved customers’ access to the convenience of online shopping, including a program of discounts on basic necessities available only to recipients of government benefits, a online layaway with no fees or credit checks, and a grassroots program to improve food access in urban food deserts. Prior to that, Herrmann served as technical advisor to the former senior vice president of Amazon’s North American retail organization.

Herrmann originally joined Amazon in 2006 as an in-house attorney, where she led legal teams at various companies for nearly 10 years. Before joining Amazon, she was an attorney at Mayer Brown in Chicago.

“I am confident that Kristina will change the trajectory of this business, and I am incredibly proud and grateful to have the opportunity to work with her and learn from her as we grow this business into the next stage,” said Lavian said.

This announcement follows several other Forage milestones – in August 2022, the company:

  • Announcing $22 million in funding from Nyca Partners, PayPal Ventures, Instacart founder Apoorva Mehta and others.
  • Announced that it had received USDA approval for its SNAP EBT payment solution – becoming the third company to do so.
  • Going live with its first merchant – California-based Gong’s Market with partner Grocerist.

About fodder
Forage is a payment processor that makes it easier for grocers to accept SNAP EBT (food stamp) payments online, giving merchants access to a $200 billion market and enabling the 42 million Americans receiving spend them online. With its in-house team of payments and EBT experts and software platform, Forage guides merchants through the USDA application process and technology onboarding for merchants, easing most of the burden on retailers. The founders of Forage created the company to democratize access to government benefits and help underserved Americans more easily access their benefits online. Forage works with several grocers and platforms such as Shopify and Flashfood to accept SNAP EBT payments online. For more information, visit

Media contact:
Kerry Metzdorf
big swing
[email protected]

A photo accompanying this announcement is available at


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