HBF Foods Hatches National Growth Strategy with Brandon Mahin Leading Retail Sales

MORRISTOWN, Tennessee — HBF Foods, a Tennessee-based food innovation company focused on developing sustainable, protein-forward products for modern consumers, is pleased to announce the appointment of Brandon Mahin as Vice President of Retail Sales. Through its flagship brand Oolie, the company is pioneering entirely new egg-based food categories made from upcycled Free-Range eggs, including the world’s first egg-based dips and yogurts, as it accelerates growth across natural, specialty, and conventional retail channels nationwide.

In his new role, Mahin will lead HBF Foods’ retail sales strategy, expand key retail partnerships, and support the company’s continued national expansion, with a focus on driving the growth of Oolie Foods. Made from rescued Free-Range eggs, Oolie transforms upcycled ingredients into clean-label, protein-rich foods that deliver exceptional taste, functionality, and nutrition. Mahin will work to strengthen national retail partnerships and introduce retailers and consumers to this emerging category of egg-based wellness foods.

Mahin joins HBF Foods with more than 10 years of experience in consumer packaged goods (CPG), natural and specialty foods, and emerging brands. Throughout his career, he has demonstrated a strong track record of driving revenue growth, building high-performing sales teams, and securing strategic retail placements with leading national and regional retailers.

“Brandon’s deep industry expertise, proven leadership, and strong retail relationships make him an outstanding addition to our team,” said Faith Ferguson, VP of Marketing and Sales at HBF Foods. “We are excited to welcome him as we continue to grow the Oolie brand and expand our retail footprint.”

Prior to joining HBF Foods, Mahin served in senior leadership positions with Vdriven Consulting, Laura Chenel/Marin French Cheese, and Monterrey/KeHE Distributors. As a founding member at Vdriven Consulting, he helped scale the company into a multi-million-dollar portfolio while leading sales strategy for dozens of CPG brands. He has also successfully managed national sales organizations, led retailer expansion initiatives, and developed strategic partnerships with retailers including Whole Foods, Sprouts, Trader Joe’s, The Fresh Market, and Fresh Thyme.

“I’m incredibly excited to join HBF Foods at such an important stage of growth,” said Brandon Mahin. “HBF has built a strong foundation with innovative products and a clear vision for the future. I look forward to partnering with the team to expand our retail presence, strengthen customer relationships, and help drive the next phase of growth for the brand.”

Mahin’s appointment reflects HBF Foods’ continued investment in strategic leadership and long-term growth within the evolving food and beverage marketplace.