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Happy Dirt Announces Expansion of its Executive Team with the Addition of a Vice President of Sales and Purchasing

DURHAM, N.C.  (Oct. 18, 2022) Happy Dirt®, the one of the most innovative and farmer-forward organic food distribution companies on the East Coast, is pleased to announce the expansion of its executive team with the addition of a Vice President of Sales and Purchasing. Accepting the new role on Happy Dirt’s executive team is Pat Bayor, former President of Resource Group Consultants.

With 30 years of experience in the produce industry in executive and management roles, Bayor will play a leading role in further developing the company’s growth and business strategies. He will guide Happy Dirt’s sales and purchasing teams in serving the company’s 100+ farmer partners, while  ensuring that the company continues to provide top notch service to retail partners as the company maintains its steady growth. 

“We are very excited to welcome Pat to our executive team at Happy Dirt,” said Randall Diers, President and Co-Owner of Happy Dirt. “His business development and leadership skills will be key as we grow our business.” 

headshot of pat bayor, vp of sales and purchasing at happy dirt

Bayor has worked for some of the top companies in the produce industry. His understanding of the business and how to strategically and sustainably grow a company will be an invaluable asset for Happy Dirt in order to seamlessly usher the company into its next stage of growth.

“After 20 years in operation, we are keenly aware that someone like Pat, who not only has the business acumen but also the genuine love of organic produce and farmers, is rare,” said Sandi Kronick, CEO and Founder of Happy Dirt. “We definitely don’t take that for granted.” 

Happy Dirt’s farmer-owned business model and mission make the company one of the most unique organic produce distributors. The positive impact that Happy Dirt has made in the food system and on the lives of organic farmers is what initially attracted Bayor to the company. 

“I am excited to be part of this dynamic company and to share my knowledge and experience with our talented team,” says Bayor. “Happy Dirt has a very unique company model, made up of 16 farmer owners and 2 staff owners, that allows us the opportunity to build out and support more local and regional food systems.”

Bayor will represent Happy Dirt at the International Fresh Produce Association’s Global Produce and Floral Show, where Happy Dirt will be a first-time exhibitor. 

To learn more about the impactful work Happy Dirt is doing within the food system and what Bayor sees for the future of this work, please contact [email protected]

About Happy Dirt® 

Happy Dirt, formerly known as Eastern Carolina Organics, is an organic produce distribution company located in Durham, North Carolina. It was founded in 2004 by Sandi Kronick with a grant from the North Carolina Tobacco Trust Fund as a way to support the state’s tobacco farmers in their transition from tobacco production to organic produce production. In 2005, a handful of farmers were given ownership stake in the company, which now has 16 farmer owners and 2 staff owners. Since its founding, Happy Dirt has helped individual farmers increase their organic production from 3 to 5 acres to over 400 acres and has paid over $40 million to farmers. The company now works with over 100 farms across the United States, bridging the food system while working to strengthen its regional food system.   


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