Provi, a technology platform serving the beverage alcohol industry, has announced the appointment of Matthew Tucker as its new CEO.
Founder Taylor Katzman will remain closely involved as executive chairman and continue to serve on the company’s board.
Tucker brings decades of experience in digital commerce and hospitality to the position, his previous roles include senior leadership posts at Tock, American Express, and Olo.
Provi operates a platform that connects beverage alcohol suppliers, distributors, and retailers, aiming to streamline ordering and access across the complex three-tier system.
The company’s network facilitates tens of thousands of daily orders between tens of thousands of retail buyers and distributors nationally. It offers a digital channel intended to improve transparency and efficiency for all participants.
The move is part of a business strategy to strengthen the leadership team in order to expand the platform’s capabilities and market reach.
Additionally, the leadership change marks a significant step for Provi as it seeks to deepen its role as a pivotal marketplace and technology enabler in beverage alcohol supply and retail operations.
Kent Bennett, Partner at Bessemer Venture Partners, an investor in Provi said: “Provi is transforming the way the beverage alcohol industry does business, and we see tremendous potential to further accelerate that momentum.
“Matt brings a unique combination of marketplace, hospitality, and SaaS leadership experience, along with a proven ability to scale high-growth organizations. As we continue expanding Provi’s platform and strengthening connections across the three-tier ecosystem, we could not be happier to have Matt at the helm to drive our next phase of innovation and growth.”
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